About Ecoraster

Since 1997, Ecoraster has been a trusted provider of durable, eco-friendly permeable paving systems made in North America. Their products serve various industries, from landscaping to heavy construction, in both Canadian and U.S. markets. Committed to sustainability and innovation, Ecoraster empowers contractors, municipalities, and developers to build with sustainability in mind.

The Problem

Ecoraster previously invested in digital advertising. However, the team was overwhelmed by an excessive number of low-quality leads that rarely converted. Despite a high volume of inquiries, most were from unqualified prospects who were not aligned with their ideal B2B customer profile.

Ecoraster identified several significant challenges, including:

• High volume of leads, but low conversion quality
• Mismatched targeting on ad platforms
• Difficulty articulating value propositions online
• Wasted time and resources qualifying the wrong leads

They needed a digital marketing partner who could reverse this trend, optimize their ad strategy, and align lead quality with revenue goals.

The Solution

When Ecoraster partnered with Ballistic Arts, we began by reverse-engineering their past successes, analyzing top-performing customer profiles and historical sales data to build a strong foundation. 

Together, we defined what a “qualified lead” looked like and set a SMART goal based on revenue targets. This enabled us to refine our ad messaging to better connect with decision-makers in the landscaping, civil engineering, and municipal sectors.

To kick off our collaboration on the right foot, we began with a complete website overhaul to better support conversions and clearly communicate Ecoraster’s value proposition. 

From there, we continued to enhance key sections of the site and rolled out new landing pages tailored to specific audiences and campaign goals. Simultaneously, we created monthly SEO-driven blog content and maintained an active social media presence. 

Finally, we launched both Google and Meta ad campaigns. The Meta ads utilized lead generation forms to reduce friction and enhance conversion. Through ongoing testing and optimization, we continuously refined visuals and messaging based on performance data.

Key Success Factors

The Results

Our strategic approach quickly transformed Ecoraster’s digital marketing performance. By realigning their messaging, optimizing their platforms, and targeting the right audiences, we significantly improved both the quality and volume of leads. 

The results not only exceeded expectations; they created a scalable path for continued growth across North America. Ecoraster is now consistently generating high-quality leads across multiple regions, including California, Washington, Texas, New York, and key provinces throughout Canada.

Paid Advertising

Website Improvements

Refreshed landing pages with new design, animation elements, and value-focused copywriting.

Content Marketing

Let’s Break It Down: Highlights of Our Approach

Initial Discovery & Audit

When Ecoraster first reached out with Ballistic Arts, they were facing a challenge many of our clients struggle with: a high volume of inbound leads, but very few that align with their ideal customer profile. In the case of Ecoraster, they were searching for high-quality B2B customers.

Rather than jumping straight into new campaigns, our team began with a full-scale audit of their historical and active advertising efforts. This included a review of past Google Ads and Meta campaigns, lead forms, and audience targeting setups. 

We also interviewed key stakeholders to gain insight into their sales pipeline, ideal customer criteria, and past experiences with lead quality issues.

Performance Analysis

Our team analyzed platform-level performance metrics, including cost-per-lead (CPL), click-through rates (CTR), ad frequency, form abandonment rates, and conversion quality. 

These numbers helped us pinpoint which channels were underperforming and which creative assets or messages failed to convert. We found that Meta campaigns had been underleveraged, with inconsistent targeting and creative elements that didn’t directly address key decision-makers in the industry.

Audience Alignment & Targeting Gaps

One of the most crucial insights was the disconnect between Ecoraster’s desired audience, civil engineers, municipal buyers, and commercial contractors, and the actual users engaging with their ads. 

We mapped out customer personas using existing client data and refined targeting criteria accordingly. This allowed us to later tailor messaging for specific verticals and geographic regions with higher purchase intent.

Funnel Evaluation

Beyond the ad campaigns, we also evaluated Ecoraster’s lead funnel: the user experience from ad click to form submission. We reviewed everything, from landing pages to lead capture forms and mobile responsiveness. 

We uncovered something important: Longer, multi-step forms and unclear messaging were contributing to drop-off, even from interested leads. These insights helped the foundation for improving their website with specific page pivots and a creative overhaul.

Insight-Driven Planning

By taking the time to thoroughly dissect past efforts and clarify what success actually looked like for Ecoraster, we ensured our next steps would be laser-focused on delivering results. 

Every element of the new strategy—creative direction, budget allocation, lead volume forecasts, and campaign timelines—was grounded in what the data revealed and what the business required.

Work with Ballistic Arts to Attract Higher Quality Leads for Your Business

You can rely on the Ballistic Arts team to create tailored, data-driven marketing campaigns that deliver real results for your company.