Targeted advertising for a construction company

Targeted advertising for RBS GROUP
(UAE, Dubai)

Period of operation: from October 2024 to the present

(selected months from March to June 2025 are selected for the review)

1. About the client and the task

RBS Group is a company producing coatings for landscape and urban design
based on RBS Resin Bound Stone (the main product) and RBR rubber chips (the new product). Projects are being implemented in Dubai, Abu Dhabi and the Persian Gulf region, including villas, public spaces, and urban infrastructure.

Goal: Facebook Instagram + Facebook to build system advertising, launch lead generation and ensure stable traffic to your profile and WhatsApp. The work is completely remote — implemented from another country.

2. What was considered at launch

1. High average check, long transaction cycle (from 1 to 6 months)

2. Dividing the target audience by interests: architects, private developers, municipal contractors

3. The product requires visual proof of quality — creatives based on professionally filmed objects are used: villas, swimming pools, pedestrian zones

4. Separate campaigns: some were on the Instagram profile, others on WhatsApp

From May 28 to June 26, 598 leads were received and 2,242 profile clicks were recorded.

The average cost of the lead was 9.28 dirhams for the main product and 21.5 dirhams for the new product.

The cost of one conversion to the profile is 0.64 dirhams.

From May 1 to May 31, 412 leads were received and 2,588 profile clicks were recorded.

The average cost of the lead was 6.5 dirhams for the main product and 26.5 dirhams for the new product.

The cost of one conversion to the profile is 0.6 dirhams.

From March 1 to March 31, 219 leads were received and 2,769 profile clicks were recorded.

The average cost of the lead was 19.49 dirhams for the main product and 27 dirhams for the new product.

The cost of one conversion to the profile is 0.6 dirhams.

3. what was done

1. Development of more than 20 advertising creatives

2. Focus on video/realistic photos + clear Call-to-Action

3. Testing of offers: "Calculate coverage", "Get visualization", "Laying in 5 days"

4. Campaigns are separated by product and contact type (WhatsApp / Instagram)

5. Insights and conclusions

1. The cost of a lead for a stone coating decreased almost 3 times (from March to May)

2. The most effective combination: a realistic video creative + a calculated offer

3. WhatsApp campaign provides leads with more engagement — average response time is higher

4. Profile transitions are consistently cheap (<0.65 AED), allowing you to build a retargeting base

5. The rubber coating requires more explanation, but provides a perspective on scaling.

6. What's next

1. Creation of educational content on coating technology

2. Promotion of branded packaging and visualization of installation solutions

3. Access to new cities in the region

4. Work on the recognition of the RBS brand and strengthening the image of a reliable contractor

5. Work on brand awareness of RBS and strengthening the image of a reliable contractor

4. Results by month

In total, for 3 review months: 1,229 leads, 7,599 profile clicks

IMPORTANT! The client is from the construction sector, the services are expensive and the average closing time is long (several months), which was also taken into account when launching the advertisement.

Targeted advertising for RBS GROUP
(Turkey, Istanbul)

Period of operation: from October 2024 to the present

(the case includes the results for April–June 2025)

1. About the project

At the end of 2024, RBS Group opened a branch in Istanbul and entered the Turkish market
with an innovative product, Resin Bound Stone. This is a unique solution in the segment of landscape and urban infrastructure, which has no wide analogues in the local market.

The main difficulty is the cost. The product is on average 10 times more expensive than the usual alternatives (for example, tiles), and requires working with objections.: "why is it so expensive?", "what is the difference?", "where is it already used?"

2. Goals and objectives of advertising

1. Launch lead generation for the first stage of transactions in a new region

2. Generate a stream of messages on WhatsApp and Instagram

3. Detach from tiles and standard coverings through visual creatives

4. Convey value: service life, appearance, exclusivity, brand approach

5. Set up campaigns taking into account the long cycle of the deal and the premium segment

From April 1 to April 30, 1,828 leads were received and 31,804 profile clicks were recorded.

The average cost of a lead for the main product is 25 liras, the cost of switching to the profile is 0.45 liras.

From May 1 to May 31, 1,491 leads were received and 25,459 profile clicks were recorded.

The average cost of leading the main product is 30 liras, the cost of switching to the profile is 0.56 liras.

From May 28 to June 26, 1,588 leads were received and 28,707 profile clicks were recorded.

The average cost of the lead for the main product is 27 liras, the cost of switching to the profile is 0.56 liras.

3. What has been done

1. Facebook Instagram and Meta advertising campaigns will be launched from December 2024.

2. Creatives based on real realized RBS facilities in the UAE

3. Localization of the text into Turkish, adaptation of offers

4. Formats: WhatsApp leads + profile transitions for subsequent retargeting

5. A/B testing of offers: "durable coating for a residence", "installation in 5 days", "solution without seams and tile joints"

6. Focus on architects, designers and owners of private facilities, hotels, etc.

5. Insights

1. Visual cases and examples from Dubai are a key factor of trust

2. On average, it takes up to 3 months from the first touch to the contract, which is taken into account in communications.

3. The traffic in the profile is used as an asset for a future retargeting campaign + collection of social evidence

6. Next steps

1. Connecting warming up content: FAQ, before/after, references

2. Building the RBS brand in Turkey: recognition, reputation, working with architects

3. Expanding the sales team to accommodate the incoming flow

4. Visualization of objects in Istanbul — as content for the next stage of advertising

4. Results by month

In total, over the 3 review months: 4,907 leads and 85,970 profile clicks

The average price per lead is 27.3 liras, the average price per result is 0.52 liras