Marketing for Commercial Paving in Warren, MI

Marketing Qubed Drives 65% Increase in Commercial Leads for Hutch Paving

An established asphalt and concrete contractor was fielding the wrong kind of leads. A full repositioning toward commercial & municipal paving cut cost per lead by 53% and doubled the industry’s average conversion rate.

The challenge

Where the client needed help

Hutch Paving, an established asphalt and concrete paving contractor, was struggling with the quality of leads generated by their previous marketing agency. The vast majority of incoming inquiries were for small-scale residential paving jobs — work that didn’t align with Hutch Paving’s core business model, high-capacity equipment, or long-term growth objectives.

Lead Quality Mismatch

Inquiries skewed almost entirely residential, misaligned with Hutch’s equipment and growth goals.

Limited Commercial Visibility

Little brand presence in front of the property managers, road authorities, and HOAs who actually award the large-scale contracts Hutch wanted.

The Goal

From interest to action

Hutch Paving’s primary objective was to secure better exposure and brand visibility among large commercial entities — attracting and converting high-revenue contracts with property managers, local road authorities, and HOAs for parking lots, municipal roads, and large-scale resurfacing projects.

Business Goals

Win high-value commercial and municipal paving contracts by building visibility with property managers, road authorities, and HOAs.

Measurement Goals

Scale qualified commercial inquiries while significantly lowering cost per acquisition.

The challenge

Where the client needed help

Discover

Audited all search targeting, keywords, and ad creative and found it was still calibrated for residential driveway searches — the wrong audience for Hutch’s commercial ambitions.

Plan

Rebuilt search parameters, keyword targeting, and ad creative entirely around commercial B2B paving language, cutting residential terminology out.

Execute

Launched targeted Google Search campaigns and local SEO to intercept high-intent B2B searches, produced premium video content for YouTube Ads showcasing Hutch’s industrial scale and machinery, and took over social media management with a consistent B2B content calendar.

Measure

Tracked leads, cost per lead, and conversion rate to confirm the shift — delivering 65% YoY lead growth at 53% lower cost per lead.

What we work on

Services delivered

Search Engine Optimization (SEO)

Social Media Management & Marketing

Google Ads

YouTube Ads & Video Content Production

Let the Numbers talk

Result metrics

0 %

YoY increase in commercial leads

0 %

Reduction in cost per lead

0 %

Conversion rate — ~2× industry average

0 %

Increase in social media engagement

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