The Housing Industry Association (HIA), Australia’s peak national industry association for residential building, needed to increase enrolments across its portfolio of industry training courses. However, their existing agency lacked the strategic depth and execution capability to deliver measurable results at scale.

With a vague brief and no clear path to ROI, Involve Digital stepped in. We requested direct access to HIA’s internal stakeholders to properly understand their goals, course offerings, and market dynamics. It was evident that HIA didn’t just need digital marketing — they needed a specialist in performance-driven growth campaigns with deep experience in high-intent lead generation.

We knew this was an opportunity to apply our expertise in digital transformation and funnel architecture — particularly within Australia’s building and construction sector — to deliver real business outcomes.

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Our objective was to maximise qualified course enrolments across multiple offerings, each with distinct audiences and intent profiles. Rather than rely on generic ads or one-size-fits-all messaging, we built a segmented and targeted digital growth system.

Each campaign was structured to:

• Address the unique pain points and motivations of tradespeople, builders, and contractors
• Present clear pathways from search to enrolment
• Eliminate friction in the user journey

From landing page copy to ad creative, everything was designed with clarity, conversion, and cost-efficiency in mind.

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We launched a robust, search-first strategy across Google Search Ads, with a laser focus on high-buying-intent keywords such as:

• “building certification course”
• “HIA course enrolment”
• “construction safety training online”
• “housing industry training Australia”

Each keyword was chosen based on volume, cost-per-click, and most importantly — intent to convert.

We also advised on improvements to landing page layout, copy, and form structure to reduce bounce rates and increase conversion rates across the board.

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Beyond campaign execution, we gave HIA the tools to make smarter, data-informed decisions moving forward. Our optimisation methodology focused not just on cost per lead, but on conversion quality and keyword-level intent scoring.

We uncovered key inefficiencies, such as:

• Keywords that were draining budget without driving action
• Landing pages with friction points in form UX
• Courses that were undersubscribed despite high interest

Through clear reporting dashboards and direct training with their team, we enabled HIA to scale what worked — and eliminate what didn’t.

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Because this was a Google search ad campaign, the optimisation revolved mainly around keywords and the intent attached to each keyword. There was also A/B testing and optimisation across all search ads. A key metric Involve Digital likes to use for optimisation is conversion rate. Down to a keyword level. This helps them understand the intent behind every keyword. It also helps them know if some keywords are chewing up the budget without delivering conversions.

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• Deployed segmented campaigns tailored to specific course offerings and geo-regions (e.g. Tasmania, Victoria, NSW)
• A/B tested copy variants and keyword match types to refine audience intent
• Used conversion rate as a north star metric for optimisation, not just click volume
• Created insights at the keyword level, enabling better internal course planning

This wasn’t about impressions. It was about conversions, enrolments, and growth.

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• CPA: $68.35
• CPC: $1.91
• Clicks: 23,036
• Top performing keywords had 100% click-to-conversion rates, including:
  • Building Surveying Courses
  • Certificate for Building & Construction
• Conversion Rate in Tasmania: 10.48%
• Google Ads Search Position: Avg. 1.3
• Total Impressions: 7,824,830

These results show the power of a high-intent, precision-engineered campaign. With the right strategy, even a traditionally slow-moving sector like housing and construction can see digital marketing become a major growth engine.

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