- (4.9 Rating)
Revenue Generated For Our Clients
- $112,180,461+
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Revenue Generated For Our Clients
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Industry:
Primoris operates across infrastructure, energy, utilities and construction, serving complex commercial and industrial markets throughout the United States.
At this scale, paid digital marketing requires a highly targeted approach.
The objective isn’t simply to generate clicks or maximize traffic. It is to reach the right commercial audiences, generate qualified interest and create opportunities that can enter a high-value business-development pipeline.
Primoris needed a paid acquisition strategy capable of reaching different audiences across multiple business segments while maintaining a strong focus on lead quality and commercial relevance.
Primoris operates in specialized infrastructure and energy markets, requiring advertising campaigns to reach highly relevant commercial audiences.
Infrastructure, energy, utilities, renewables and construction each involve different audiences, needs and commercial opportunities.
The value of a qualified commercial opportunity made lead quality significantly more important than simply maximizing lead volume.
Advertising campaigns needed to support multiple markets and business segments while remaining measurable and continuously optimizable.
Sunstone Digital Tech’s objective was to build a scalable paid digital acquisition system using Google Ads and Meta Ads to reach relevant commercial audiences and generate qualified opportunities.
The goal was to:
Sunstone Digital Tech built the paid-media strategy around Primoris’ commercial audiences, business segments and priority markets.
Rather than relying on broad advertising, campaigns were structured around audience relevance, commercial intent and measurable performance.
The strategy centered on two primary paid-media channels:
Google Ads was used to capture active demand from prospects searching for infrastructure, energy, utilities and construction-related solutions.
Meta Ads was used to expand audience reach, introduce Primoris to relevant commercial audiences and create additional opportunities beyond active search demand.
The two channels served complementary roles within the overall paid acquisition strategy.
Google Ads campaigns were developed to capture commercial demand from prospects actively researching relevant infrastructure and energy solutions.
Objective: Capture active commercial demand and connect Primoris with prospects searching for relevant infrastructure, energy, utility and construction solutions.
Meta Ads campaigns were designed to expand Primoris’ reach among relevant commercial audiences beyond active search behavior.
Objective: Reach relevant commercial audiences and generate additional qualified opportunities through targeted paid social advertising.
Because Primoris operates across multiple industries and business segments, audience precision was critical.
Objective: Ensure advertising investment was concentrated on audiences with the strongest potential to generate qualified commercial opportunities.
Paid campaigns were continuously analyzed and refined based on performance.
Objective:Continuously improve paid-media performance while increasing the volume and quality of commercial opportunities.
The ultimate objective of the paid-media program was qualified commercial opportunity generation.
Objective:Turn paid advertising investment into a larger and more qualified commercial opportunity pipeline.
Sunstone Digital Tech executed a multi-channel paid acquisition program focused exclusively on Google Ads and Meta Ads.
Sunstone Digital Tech developed a paid-media acquisition system centered entirely on Google Ads and Meta Ads.
The campaigns were designed to reach commercial audiences across Primoris’ infrastructure, energy, utilities and construction markets while continuously optimizing toward qualified opportunities.
The focus was straightforward:
Reach the right audiences. Generate qualified demand. Create commercial opportunities.
At Primoris’ scale, paid-media performance cannot be measured simply by clicks, impressions or inexpensive leads.
The objective was to generate meaningful commercial opportunities from relevant audiences.
The campaign produced substantial improvements across qualified inquiries, paid traffic, conversion performance and influenced commercial opportunity.
Before:
1,850
After:
7,733
Change:
+318%
Before:
95,000
After:
355,300
Change:
+274%
Before:
2.6%
After:
7.51%
Change:
+189%
Before:
$30.2M
After:
$116.2M
Change:
+285%
For Primoris, paid digital marketing is ultimately about connecting the company with relevant commercial audiences and creating opportunities for business development.
The focus was not on generating the largest possible number of clicks.
It was on generating qualified commercial demand.
For an infrastructure and energy company operating at a $1.69 billion scale, paid digital marketing needs to do more than generate traffic.
It needs to reach the right audiences.
Google Ads captures prospects who are actively searching for relevant infrastructure, energy, utility and construction solutions.
Meta Ads expands reach by placing Primoris in front of relevant commercial audiences who may not yet be actively searching.
Together, the channels created a scalable paid acquisition system focused on audience quality, campaign performance and commercial opportunity generation.
The result was:
+318% QUALIFIED DIGITAL INQUIRIES
+274% HIGH-INTENT PAID TRAFFIC
+189% DIGITAL CONVERSION RATE
~$25M INFLUENCED COMMERCIAL OPPORTUNITY
The campaign demonstrates how sophisticated paid-media execution can turn Google Ads and Meta Ads into measurable business-development channels for complex commercial organizations.
