Starting with thorough research of the competitors (Buildtrend, Procore, etc.) and the global and national construction market, I came up with the following approach and strategies:

• Since I had a decent budget, I decided to reverse-engineer the entire Google Ads strategy. To do this, I checked the type of headline our competitors used, their tone, and whether they had utilized jargon or the style was a bit casual. I also assessed the overall layout of their page, such as the design of the page, the color scheme, etc., and the pain points they used. Lastly, and most importantly, I analyzed consumer behavior and historical data for the new approach.
• During my research, I learned that many successful brands were luring customers by providing them with valuable guides and freebies. That’s when I realized that using a full-funnel approach was key to our success. Many current users were not aware of the real potential that our software could bring to their business. There was a huge untapped market we could attract instead of focusing mainly on the search and waiting for people to type the main keywords (which turned out to be extremely expensive). 
• I researched their ideal customer profile, which birthed a new list of targeted customers, and, in turn, were segmented into different campaigns and ad groups. This is the best approach to keep your future analysis as clean as possible. If you mix different audiences into the same campaign, you will end up with data that is difficult to read. 
• I also asked the client to generate new creatives to convey the real value of their product in a single image. This creative can be further reinforced with copywriting, including the product’s main benefits to the prospect. Most of my clients make the common mistake of writing the benefits they “think” are appealing to the user. However, most times, the benefits they perceive as valuable to the user are nowhere close to what users find as most valuable. Thanks to the initial market and user research, we were able to uncover what users truly valued via forums, comments, comparison pages, etc., and we turned this into benefits in our copy for the images.  
• For the search campaigns, I started with a keyword research analysis. To control the spend, I applied audiences to the search campaign. For instance, I set up the ads to show only to those who were in-market for new software and had similar search patterns as other users in the construction industry.
• I also conducted another keyword research down to the functionality level of the product. It turned out that users were searching for more than just “construction software,” which had a more informational intent and was very expensive. I developed new ad groups and campaigns targeting these features and applied audiences accordingly to manage the spend. I helped optimize all the landing pages to hit the highest possible Quality Score and built the ads to send people to all the relevant landing pages.