HIA

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 did not just need digital marketing. They needed a specialist in performance-driven growth campaigns with deep experience in high-intent lead generation.

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.

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

We launched a robust, search-first strategy across Google Search Ads, with laser focus on high-buying-intent keywords like "building certification course", "HIA course enrolment", "construction safety training online" and "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 across the board.

A key metric we use for optimisation is conversion rate at the keyword level. This helps us understand the intent behind every keyword and know if some keywords are chewing up budget without delivering conversions.