Johnson and Sons Paving

DIGITAL + CAMPAIGN

A Multi-Pronged Digital Strategy Fueling Record-Breaking Commercial Paving Inquiries

Johnson and Sons Paving is a trusted Wisconsin-based paving company providing both commercial and residential paving services, with well over a decade of experience in delivering high-quality work for businesses, municipalities, and homeowners.

THE ASK

THE APPROACH

THE RESULTS

Johnson And Sons Win Big Campaign

Expanding Market Share in Wisconsin’s Competitive Paving Industry

After investing in traditional radio advertising in prior seasons, Johnson & Sons Paving wanted a more targeted, measurable, and cost-effective way to generate higher-quality commercial and residential leads. The goal was to fill their spring and summer schedules earlier, capture a larger share of the market during peak paving season, and build a foundation for future seasonal

Combining Promotions, Content, and Geo-Targeting for Maximum Impact

We designed a multi-prong, results-driven campaign that combined enticing promotions, educational outreach, and strategic digital targeting to maximize engagement and conversions:

Promotional Contests – Developed unique promotions encouraging potential customers to request a quote to enter to win prizes, creating urgency and increasing lead form completions.

Social Media Strategy & Management – Paired blogs with targeted organic and paid social campaigns, including unique graphics, captions, and calls to action. Managed the ad spend, optimized targeting, monitored performance, and engaged with audience comments in real time.

Website & Branding Refresh – Updated website styling, content, and imagery to align with campaign visuals. Refreshed social media profile and cover images for a unified, seasonal brand presence.

Geo-Fenced Landing Pages & PPC Campaigns – Built location-specific landing pages and paired them with highly targeted Google Ads search, display, and retargeting campaigns to capture users at the moment of intent.

Educational Content Marketing – Created value-add blog articles on topics like ADA-compliant parking lots, keeping lots clean and safe, avoiding paving pitfalls, and boosting community satisfaction. These positioned J&S as an industry authority and gave audiences practical, decision-driving information.

Google My Business Optimization – Maximized service area coverage, expanded listed services, added products, and posted regularly to the “What’s New” section for increased local visibility.

Johnson And Sons Website Refresh

THE RESULTS

Our 2025 summer promotional campaign delivered:

  • An overall 36% increase in viable leads over the same period in 2024.
  • Skyrocketing residential leads with more than double the number from the same period last year.
  • A 16% increase in viable commercial leads year-over-year.
  • Outstanding pay-per-click activity with hundreds of tracked conversions, making it their #1 lead source.
  • A full commercial and residential paving schedule by mid-summer, ahead of target.

These results not only maximized Johnson & Sons’ 2025 season but also freed up budget and resources for a powerful 2026 seasonal push.

Social Media Posts For Johnson And Sons Campaign

Driving More Leads, Faster

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