How The Paving People turned Facebook and Google into a steady flow of driveway leads - for 9 years and counting
A 9-year partnership that started with Meta Ads and grew into a full Meta, Google and Google Local Services Ads engine - including one 16-day burst that brought in 123 leads straight to the sales team.
Meet The Paving People
Pattern concrete & block paving specialists, Middlesbrough
The Paving People are a pattern concrete and block paving specialist based in Middlesbrough, transforming tired driveways and patios across Teesside into hard-wearing, great-looking concrete imprint finishes. Residential work is their bread and butter, with a large team and a fleet of vehicles out on jobs across the region.
I have worked with the team behind The Paving People for 9 years. In that time the business has grown, the brand has sharpened, and what started as Meta advertising has become a full lead-generation engine running across Meta, Google and Google Local Services Ads - all pointed at one thing: quality local homeowners ready to invest in a new driveway or patio.
Apply to work with meThe starting point
The Paving People are brilliant at what they do. Like most quality installers, though, the challenge was never the work - it was a consistent flow of the right enquiries, landing with the sales team quickly enough to book site visits and win the job.
A crowded local market
Driveway and paving companies are ten a penny across Teesside. The Paving People needed to stand out and reach homeowners actively thinking about a new drive or patio.
Leads that reach sales fast
A lead is only useful if the sales team can act on it. Enquiries needed to land instantly and automatically, ready for the team to follow up and book a site visit.
Consistency, not spikes
Driveways sell all year round, so the business needed a dependable, always-on pipeline of enquiries rather than the occasional busy week.
The objective
Drive on-Facebook leads that could be sent automatically to the sales team, at a sensible cost, from local homeowners in the target area - then keep building on it year after year by expanding into Google and Local Services Ads. In short: more of the right enquiries, landing where the team could act on them fast.
What we did
1
Went heavy on reel-only placements, using The Paving People's strong before and after transition videos to stop the scroll and show the transformation in seconds.
2
Ran a middle-of-funnel campaign to bring back people who had already engaged with the business - warm audiences who were far more likely to enquire.
3
Sent leads straight to the sales team automatically through on-Facebook lead forms, so the team could follow up and book site visits without delay.
4
Grew the account over 9 years from Meta into a full Meta, Google and Google Local Services Ads set-up - more channels, more coverage, more consistent leads.
The results
A snapshot from one standout burst: 1 - 16 May 2023, just 16 days of Meta advertising.
The proof, in the ads and the client's words
Real creative from the account and a real message from the client. We leaned into reels and before and after transitions - the kind of content homeowners actually stop for - and drove enquiries straight to the sales team.
Campaign snapshot - The Paving People, 1 - 16 May 2023.
"It's loads better - we sold 13 driveways last week"
"It's loads better, we sold 13 driveways last week. It's just what we needed."
- The Paving PeopleApply to work with me
Book a free callMeta, Google & Local Services Ads for trade businesses
Consistent, quality local leads - without the guesswork
I help trade, construction and home improvement businesses turn Facebook, Instagram and Google into a reliable source of leads. Strategy, creative direction, testing and reporting - all handled for you, with results you can actually measure. No jargon. No fluff. Just results.
If you'd like the same kind of steady local leads I've delivered for The Paving People over the last 9 years, let's talk.
Apply to work with me