How a 5-Year Full-Service Marketing Partnership Turned Rose Paving into North America’s Top Industrial Paving Contractor
Since 2018, VisualFizz has had an incredibly fruitful partnership with Rose Paving
As Rose Paving’s industrial marketing agency of record, VisualFizz helped the pavement company turn a fragmented digital footprint into a high-performing growth engine by modernizing its web presence, scaling national demand, and driving more qualified leads at a lower cost.
This case study shows the benefits VisualFizz’s clients can see from using their full suite of digital marketing services.
Rose Paving: 50-Year Industrial Paving Contractor Seeking a National Digital Marketing Strategy
Rose Paving, a premier industrial paving contractor with 50+ years of industry leadership, recognized the need to strengthen digital marketing efforts and expand its national footprint.
Despite serving a wide range of enterprise clients and maintaining 16 strategic business units, Rose Paving sought a partner capable of driving online growth, enhancing brand visibility, and boosting conversions across multiple platforms.
In 2018, Rose Paving engaged VisualFizz to address specific marketing challenges and establish a comprehensive digital strategy.
As a full-service marketing agency, VisualFizz leveraged expertise in PPC, SEO, branding, email marketing, social media management, and web development to modernize Rose Paving’s online ecosystem. The team also refined Rose Paving’s advertising campaigns to improve overall lead quality.
This collaboration evolved into a dynamic, five-year partnership that elevated Rose Paving’s visibility, fueled steady conversion growth, and paved the way for nationwide expansion.
7 Digital Marketing Challenges a Large Multi-Location Industrial Paving Company Faced Before Hiring VisualFizz
- Out-of-Date Website: Rose Paving’s website required an updated design and user experience to drive conversions. The sprawling multi-site architecture across many locations posed a complex challenge; however, it also presented a unique opportunity to streamline performance and create a unified, high-impact brand experience.
- Minimal Local Focus: Existing location-based landing pages needed revised content and SEO enhancements to capture high-intent local searches.
- Limited Content Updates: Underperforming and outdated blog posts reduced potential rankings for valuable keywords.
- Evolving Enterprise Marketing Requirements: Rose Paving expanded nationally and acquired new businesses, creating a need for continued innovation across paid media, SEO, social media, and email marketing.
- Marketing Efforts Siloed by City: Without a cohesive national strategy, Rose Paving struggled to communicate its coast-to-coast capabilities to enterprise prospects.
- Disorganized Ads and Bad Data: A poorly structured Google Ads account (and misconfigured conversion tracking from a previous agency) produced unreliable metrics. The disorganized account could not target profitable traffic, resulting in wasted budget.
- No CRM or Lifetime-Value Tracking: Without an integrated CRM, Rose Paving could not follow customer journeys or measure lifetime value. This stalled budget planning and masked true ROI.
How VisualFizz Rebuilt Rose Paving’s Google Ads Account and Grew Leads 263% While Cutting CPA
VisualFizz developed a comprehensive PPC and paid media plan designed to enhance brand visibility and conversion efficiency for Rose Paving.
The following initiatives detail how VisualFizz audited existing campaigns, restructured the account, and expanded nationwide efforts to capture multi-location clients.
Fixing a Disorganized Paving Contractor PPC Account: SKAG Architecture, Landing Pages, and Smart Bidding
VisualFizz examined Rose Paving’s Google Ads structure in 2018 and uncovered disorganized campaigns, conflicting calls to action (CTAs), and insufficient landing pages. VisualFizz resolved these issues by:
- Implementing an Optimized Account Architecture: VisualFizz established single-keyword ad groups (SKAGs) for top-performing keywords, which strengthened message alignment, improved quality scores, and boosted click-through rates.
- Designing and Launching Targeted Landing Pages: VisualFizz created service-focused landing pages with clear messaging and prominent CTAs to improve conversion rates.
- Continuously Improving Campaign Performance: VisualFizz refined the account through regular A/B testing, negative keyword pruning, and conversion-based smart bidding. These tactics reduced wasted spend and lowered the cost per acquisition.
PPC Performance Highlights
- Lead growth outpaced ad spend every year since 2019, including 263% more leads on 131% spend in 2019.
- Conversion rates increased every year from 2020 to 2024, including a massive 193% increase in 2021.
- Cost per conversion decreased every year from 2020 to 2024, including a 56% decrease in 2020.
Scaling Rose Paving’s Google Ads from Local Markets to 13 U.S. Locations with 3%+ Conversion Rates
VisualFizz introduced a nationwide PPC campaign in March 2022 to capture multi-location clients seeking a single provider for comprehensive paving needs. This initiative:
- Generated more than 109 leads early in the launch phase with a conversion rate exceeding 3%.
- Segmented single-location and multi-location leads, allowing budget allocation toward higher-value enterprise opportunities.
- Maintained strong conversion efficiency previously observed at the local level, reinforcing Rose Paving’s position as a national leader.
WordPress Redesign and SEO Overhaul That Grew Rose Paving’s Blog Traffic 164% Year Over Year
Next, VisualFizz conducted a thorough audit of Rose Paving’s website to enhance user experience and increase conversion opportunities.
Construction Company Website Upgrades: Mega Menu, Accessibility Widget, and CRM-Integrated Dynamics 365 Forms
VisualFizz uncovered and resolved multiple technical and design gaps by:
- Introducing an updated mega menu for streamlined navigation.
- Deploying larger CTAs, consolidating forms, and improving site speed.
- Removing broken links, excess plugins, and unused post types.
- Implementing an accessibility adjustments widget.
- Integrating custom tracking through Dynamics 365 forms, passing UTM parameters and Google click IDs for accurate offline conversion measurement.
Location-Specific SEO Content Strategy That Captured High-Intent Local Paving Searches Nationwide
Since organic visibility is the key to sustainable digital marketing results, VisualFizz orchestrated a strategic SEO and content overhaul that refreshed underperforming pages, employed location-specific optimizations, and fueled sustained traffic growth for Rose Paving.
Content Audit and Refresh
VisualFizz audited and updated older blog posts to align content with current user intent and high-value keywords. This prioritized approach achieved:
- 164.67% increase in blog pageviews year over year.
- 179.29% rise in blog landing page visits.
Local SEO Focus
VisualFizz rewrote each location landing page to mirror local search intent. Neighborhood-level keywords are prominent in the headings and subheadings. The on-page copy offers details on the exact services each branch delivers.
The SEO team embedded LocalBusiness schema for every office and added geo-focused phrases throughout. These targeted upgrades give search engines (and nearby prospects) a crystal-clear map of Rose Paving’s coverage.
Results (Q1 to Q2 2025)
- Landing page visits to location pages skyrocketed 46.36%
- Conversion events (form fills, click-to-call, quote requests) jumped 44.03%
Rose Paving transformed static branch pages into a network of high-performing local storefronts that pull in qualified traffic and leads.
Long-Term Organic Growth
VisualFizz’s integrated SEO efforts consistently increased site performance. Comparing 2024 to 2023, Rose Paving recorded:
- 9.8% growth in organic visits (total of 40,614 visits).
- 13.1% growth in engaged sessions.
- 10.7% growth in unique users.
- 39.7% increase in organic form submissions.
Industrial B2B Social Media Management for a Multi-Location Paving Company
VisualFizz employed a multi-channel social media strategy and a suite of creative assets to reinforce Rose Paving’s brand identity, elevate online engagement, and drive valuable leads. The following sections outline key tactics, campaigns, and design innovations.
Holistic Social Media Management
From 2022 to 2024, VisualFizz’s cross-channel strategy on Facebook, Instagram, X, and LinkedIn has delivered:
- 53.8% increase in impressions
- 98.8% increase in engagements
- 159.4% increase in post link clicks
- 29.2% rise in engagement rate per impression
- 152% net audience growth
- 62.1% increase in total audience size
Social Media Campaign Highlights
- Women of Asphalt
- 50th Anniversary Campaign
- Lunch and Learn Initiatives
- Seasonal Service Promotions
- Recruitment and Brand Awareness Ads on LinkedIn
- Instagram Stories Implementation
Creative Deliverables and Design
VisualFizz produced infographics, one-pagers, and UI/UX recommendations to uphold Rose Paving’s brand identity. Key achievements included:
- Refining web and print collateral according to brand guidelines.
- Applying proven design principles to enhance audience conversion.
- Simplifying the content management system and implementing custom event tracking for better analytics.
Email Marketing Strategy for Paving Contractor Lead Nurturing and Client Retention
VisualFizz created and continuously refined an email marketing program that aligned with Rose Paving’s evolving audience segments, organizational structure, and platform transitions.
This approach significantly boosted open rates, click-through rates, and revenue influence.
- 5% increase in click-through rates in 2021 with ClickDimensions
- 62% increase in click rates from January to May 2022
- Nearly 10% rise in average open rate after moving to Dynamics 365 in 2023
- 79% surge in average click-through rate across locations in 2024
Rose Paving’s 5-Year Marketing ROI: 164% Blog Growth, 152% Social Audience Growth, 39.7% More Organic Leads
VisualFizz delivered consistent improvements that propelled Rose Paving’s digital marketing success:
- Ongoing Increases in Lead Generation: Rose Paving observed steady lead growth, even when budgets saw minimal increases in certain years.
- High Conversion Efficiency: VisualFizz used optimization strategies that reduced the cost per acquisition while attracting more qualified leads.
- Expanded National Reach: Rose Paving integrated newly acquired locations and established stronger relationships with multi-location clients, reinforcing the company’s national standing.
- Continuous Return on Investment: Year-over-year increases in organic traffic, social media engagement, and email metrics underscored the impact of VisualFizz’s comprehensive approach.
Through continued optimizations and expert data analysis from VisualFizz, Rose Paving has stayed ahead of their competitors and top of mind with their target audience.
This momentum also fueled Rose Paving’s acquisition strategy. For every new branch or merger, VisualFizz activated a 30-60-90-day strategy that covered:
- Social announcements
- Rebranded social accounts
- Splash-page redirects
- Tailored landing pages
- GA4 tracking
- Single-keyword ad groups
- Segmented onboarding emails
As a result, each new market had conversion-ready visibility from day one.
This repeatable framework let Rose Paving absorb several companies, integrate additional business units, and enter new metros without interrupting growth.
By standardizing key tasks, VisualFizz turned complex mergers into a turnkey launch engine that expanded Rose Paving’s national B2B footprint and kept the sales pipeline full.
Is Your Construction Company Ready to Grow Nationally? Talk to VisualFizz About a Full-Service Strategy
The partnership between Rose Paving and VisualFizz was and is today a resounding success because it enabled the client to meet their goal of attracting more enterprise clients. VisualFizz is the premier agency for construction and infrastructure companies for this reason.
The true value of the partnership comes not from what the VisualFizz team did, but what the Rose Paving team didn’t have to do. That’s the benefit of choosing the right agency of record.
Unburdened by the all-encompassing task of building and implementing a successful marketing program, the staff at Rose Paving could focus on what they do best: paving the way for a better tomorrow.
Contact VisualFizz today for a consultation.
