East and West Alum Craft is a leading manufacturer and installer of premium aluminum railing systems, specializing in large-scale commercial and multi-residential construction projects. With a reputation for quality craftsmanship and compliance with building codes across North America, East and West Alum Craft specializes in projects exceeding 1,000 square feet, serving architects, developers, and general contractors.

The Problem

While East and West Alum Craft had strong brand recognition, the company’s digital presence was attracting the wrong type of leads. Before, inquiries were mainly from individual homeowners and smaller-scale residential projects. 

This misalignment placed unnecessary strain on the sales team and pulled attention away from high-value commercial opportunities.

East & West Alum Craft faced several key challenges:

• High volume of low-fit leads
• Time-consuming lead qualification process for the sales team
• Website content didn’t reflect their commercial focus
• Ad campaigns that lacked filtering mechanisms to target the right audience

The Solution

We developed a strategic, multi-channel plan to help East and West Alum Craft attract and convert the right type of prospects. By aligning every aspect of their digital funnel from lead capture to content to ad strategy, we built a marketing engine that filtered out low-value inquiries and focused on high-quality commercial opportunities

The web team worked on improving the most pressing issues:

• Web form revamp to pre-qualify prospects before they reach the sales team. 
• Reworked the client testimonials section to build trust with decision-makers reviewing the site
• SEO content refinement to improve visibility and relevance for architects and commercial builders

In addition to these web improvements, our marketing team focused on enhancing the quality of traffic. We optimized search campaigns by omitting low-intent keywords that had previously attracted homeowners and restructured ads to align with commercial project interests. 

We also initiated monthly Meta awareness campaigns to bolster brand presence at the top of the funnel. We ensured that we targeted architects, developers, and commercial audiences early in their research process.

Key Success Factors

Smart Lead Filtering with a Custom Web Form

Mandatory fields, such as project type, construction category, and lineal footage, effectively screened out unqualified submissions, immediately improving sales efficiency.

Architect-Centric Keyword Strategy

We adjusted SEO and paid ads to incorporate industry-specific language and removed irrelevant search terms, thereby reducing ad waste and enhancing click quality.

Consistent Content That Builds Authority

New blogs and project portfolios provided East and West Alum Craft with greater visibility in search engines and credibility among prospects, particularly those evaluating vendors for large-scale projects.

Stop wasting time on the wrong leads. Ballistic Arts helps you reach the right audience, with the right message, at the right time. Connect with us today to start working on your marketing strategy.

The Results

Ballistic Arts’ strategy created a measurable business impact in just six months. By refining East and West Alum Craft’s digital funnel, we significantly improved lead quality and aligned inquiries with their ideal commercial project scope. 

The revamped lead form, optimized ad targeting, and ongoing content strategy contributed to more productive lead-to-sale conversations and a stronger overall sales pipeline.

Looking at Our Approach In-Depth

Identifying a Clear Target Audience

We identified architects working in Canada and throughout the western United States (specifically, west of Texas) as the primary target audience for East and West Alum Craft. These professionals are often engaged early in large-scale commercial and multi-residential projects, making them the ideal audience for East and West Alum Craft’s railing systems. All campaign messaging, targeting, and content were designed with this segment in mind.

Architect User Journey Mapping

To guide our strategy, we outlined how architects typically discover, evaluate, and select vendors like East and West Alum Craft. Every tactic we implemented was aligned with a specific stage in the buyer journey, ensuring each touchpoint moved prospects closer to becoming qualified leads.

Search Campaign Optimization for Lead Quality

As part of our lower-funnel strategy, we concentrated on optimizing East and West Alum Craft’s search campaigns to ensure the ad spend targeted the right audience. 

Early traffic data revealed that many incoming clicks originated from individual homeowners, an audience that was misaligned with its commercial goals. To address this, we created a comprehensive negative keyword list to filter out homeowner-related search terms and prevent wasted impressions.

We also implemented an ongoing A/B testing process, allowing us to experiment with different headlines, descriptions, and calls to action. By closely tracking performance, we identified which ad variants resonated most with architects and commercial specifiers.

The last part of our search campaign optimization was continuously updating keyword targeting and ad copy using real user search term reports. This iterative approach ensured that East and West Alum Craft ads remained relevant, high-performing, and aligned with the language and intent of their ideal buyers.

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