Building awareness with +805% organic growth

The challenge

FBM’s site infrastructure historically kept all rankable content behind a login page, resulting in poor SEO performance. Taking on the big task of ungating the website, FBM wanted IDHL to attract new audiences after migration, especially in the B2Pro (business to professional) space.

The brand also aimed to launch a full paid media strategy to further boost awareness and new audience engagement. 

Our approach

SEO migration and ongoing excellence

Our SEO campaign began with an SEO migration, ungating previously restricted website content and adding content on key category pages: drywall, insulation, ceiling tiles, and steel framing.

To improve information visibility and rankings post-migration, our SEO experts collaborate closely with client teams to create content and build backlinks to critical commercial areas.

Reaching new audiences

We utilized paid media channels including PPC to enhance brand awareness and audience profiling. Our targeting focused on both large contracting firms and smaller independent contractors to understand the market and media mix while expanding FBM’s B2B and B2Pro audiences. 

The results

The campaign’s quality speaks for itself. Since its launch, the increase in organic visibility has allowed FBM to outperform its competitors.