About the Project
BIM Africa is a leading force championing the adoption of digital construction across Africa through education, conferences, and industry-led events. To get event leads, scale registrations and boost attendance for their online programs, we launched a strategic full-funnel campaign designed to attract the right construction professionals at every stage of the buyer journey. With a dual focus on brand awareness and lead generation, the campaign achieved strong visibility and measurable demand, garnering 3.8 million impressions and 1,884 qualified conversions across multiple platforms. The result was not just reach, but meaningful engagement that positioned BIM Africa as a go-to authority for forward-thinking construction professionals.
Brand URL
bimafrica.org
Platform
Corporate Website
Client Industry
Construction
Services Provided
Google Ads, Meta Ads (Facebook & Instagram), LinkedIn Ads
Business Type
Digital Construction
The Problem
BIM Africa needed to consistently attract qualified professionals for their online events and generate event leads
Low Event Awareness Among Target Professionals
Despite being a leader in the field, BIM Africa’s digital presence was insufficient to capture the attention of the broader construction industry and get valuable event leads, resulting in a lack of visibility for upcoming events and initiatives.
Difficulty Attracting Qualified Professionals
General marketing efforts were failing to reach high-value stakeholders, such as engineers, project managers, and senior decision-makers, who are critical to the platform’s mission.
Poor Reach and Visibility
The brand struggled to maintain a consistent presence across digital platforms, limiting its ability to engage with the construction sector on a continental scale.
High Cost Per Registration
Previous advertising attempts were yielding a low return on investment, with the cost of acquiring each attendee being too high to be sustainable for long-term growth.
Our Solution
We didn’t just throw a budget at the wall. We built a multi-layered marketing ecosystem. By mapping specific platforms to different stages of the professional journey, we ensured that BIM Africa was omnipresent, from the moment a user first heard the name to the moment they hit “Register.”
Our Execution
Our approach was effective because we utilized each platform for its strengths. Google Display handled the heavy lifting for awareness, delivering high impressions and broad engagement without eating up the budget. Meta ultimately became our primary driver for volume. The audience targeting hit the mark, and the creatives resonated well enough to bring in the majority of our event sign-ups. To balance quantity with quality, we used LinkedIn to specifically go after industry decision-makers. While the volume there is naturally lower, the lead quality was significantly higher, ensuring we reached the B2B audience that actually matters the most. By linking these stages together, from initial reach to final conversion, we proved that a full-funnel strategy is much more effective than running isolated ads.
Services Used
Our strategy relied on a mix of platforms, each selected for its specific strength in the professional journey.
Impactful Results from BIM Africa
The numbers speak for themselves. We focused on efficiency and scale, ensuring that every dollar spent contributed to both brand recognition and hard lead generation.
1,884
Event Registrations
The primary goal of the campaign. These are high-intent conversions, professionals who are now committed to the event and part of the lead database.
5.25%
Conversion Rate
A strong benchmark for the construction industry. It shows that over 5% of the people who clicked actually followed through and registered.
$0.47
Cost per Registration
This is the standout figure. Achieving nearly 2,000 professional sign-ups at less than 50 cents each represents a highly efficient use of the ad budget.
35,886
Clicks
High traffic volume indicates that our ad creatives were compelling enough to stop the scroll and drive professionals to the landing page.
3,819,398
Total Impressions
This represents the massive scale of our brand awareness efforts. We successfully put BIM Africa in front of the construction industry nearly 4 million times.
Hear from our happy client
Real growth stories from the partners we work with every day.
I hired Root and Rank to handle the digital marketing efforts for a month-long virtual conference. The results were astounding despite the low budget available for DM. Fantastic and highly recommended.
Moses Itanola
DIRECTOR, FINANCE, BIM AFRICA
