Choose your sector
Markets inside construction
Open the page that matches how you sell. Each one keeps the same commercial standard, with pipeline and stack detail for that sector.
Why operators pick us
Performance marketing built around booked sales conversations, not lead volume.
We rebuild attribution first, then run Meta and Google so sales can see which enquiries become meetings they will take. FormX is the named modular construction proof. Open a sector page below for the tender or residential motion that matches how you sell.
Commercials and the first 90 days
How we charge, and what the first quarter looks like
Retainer or project-based, scoped against your pipeline shape and stack in week one so you see the number before campaigns start. No long lock-in while we are both proving it works.
Days 1 to 14: access, pipeline and measurement
NDA and contract signed. CRM access, tender or reservation stages, call tracking and offline conversion plan in place before media scales.
Weeks 2 to 4: channels live on commercial events
Google, Meta and LinkedIn (where relevant) train on meetings, appointments or interim stage events. Landing pages and audiences match how you actually sell.
End of month one: conversations, not leads
Reporting shifts to booked sales conversations by channel. Cost per meeting or appointment replaces cost per lead in the pack your board sees.
Quarter one: awards and reservations train spend
First awards or reserved plots show first-touch attribution. We scale what earns commercial outcomes and cut what does not.
Pipeline
Why your marketing numbers and your commercial tracker never agree
Several pipelines share a brand, not a funnel
Commercial fit-out and main contracting are tender-led. The commercially decisive work happens before the ITT lands: early positioning with the occupier, agent, QS and consultant, then PQQ or framework inclusion, then bid, negotiation and award. Contract values commonly sit between £500k and £15m, and cycles of nine to eighteen months are normal. A Cat B fit-out contractor chasing framework seats works an eighteen-month relationship cycle with a QS, project manager and procurement lead. Residential housebuilding is a different machine: local search per development, plot reservations, showhome visits, part-exchange and mortgage enquiries, with phone and form mixed in the same week. Civils and infrastructure add public procurement, longer frameworks and fewer, larger awards. M&E and building services sell account-based into main contractors. Facilities management mixes framework tenders with reactive and planned service demand. If your CRM still uses Enquiry, Proposal, Won, your forecast is fiction. Treating those motions as one Google Ads campaign and one HubSpot pipeline is how construction marketing quietly burns budget.
Where revenue actually leaks
On the tender side, deals enter the CRM at Bid submitted because that is when a document exists, so Relationship and Framework stages never appear in the forecast. On the residential side, Google Ads celebrates form fills while sales only trusts reserved plots and, sometimes, exchanged contracts. Call enquiries for showhomes sit in a spreadsheet or a reception pad. Project systems such as Procore or Aconex hold the live job, while HubSpot holds a ghost of the opportunity, so marketing never sees which awarded packages came from which campaign. An anonymised composite across mid-market fit-out and housebuilder accounts we have audited showed roughly 35 percent of marketing-sourced enquiries never receiving a CRM stage update within five working days, and phone-led reservations under-reported by more than half when dynamic number insertion was missing.
Decision makers and the eighteen-month window
Fit-out buying committees routinely include the occupier client, main contractor, QS, project manager and design consultant. Housebuilder decisions compress into site sales teams, regional sales managers and sometimes a group marketing lead controlling national brand search. Attribution that stops at a thirty-day click window will credit the wrong channel or none at all. We design measurement for the real window: up to eighteen months on tender awards, and from first enquiry through reservation and exchange on residential, with offline conversion upload carrying the commercial outcome back to Google Ads and LinkedIn.
Built with your commercial team
How we work with your commercial team, not around them
You already know your packages, developments and go/no-go list. We bring CRM discipline, call tracking and paid media into that motion so spend follows awards and reservations, not anonymous traffic.
- VAT/PAYE construction firms in Great Britain
- 370,770
- Year-on-year firm count change
- +1.7%
- Active fit-out companies (directory count)
- ~10,112
- UK interior refurbishment and fit-out market (2025 est.)
- £9.85bn
- Typical tender cycle on mid-market packages
- 9–18 mo
ONS Construction statistics, Q3 2024
ONS, Q3 2024 vs 2023
Firmbase fit-out list, 2026
Barbour ABI Interior Refurbishment & Fit Out Market Report UK 2025-2029
Illustrative model
Commercial / BD director
Owns bid list, framework seats and forecast discipline on tender-led firms.
QS / estimating lead
Shapes package value and competitor set; often the first serious technical filter.
Project / contracts manager
Influences delivery credibility and whether early conversations become live tenders.
Regional sales / outlet manager
On housebuilders, owns showhome appointments, reservations and local demand quality.
01
Companies House SIC filters
Start with construction and specialised construction activities SIC codes, then narrow by turnover band and geography. SIC alone will not separate fit-out from civils or FM, so treat it as the long list before Glenigan-style project filters and LinkedIn role overlays.
02
Glenigan and Barbour-style project intel
Project databases surface live and upcoming schemes, planning stages and named consultants. For tender-led firms this is how BD names the account universe before LinkedIn spend starts. Marketing should inherit the same project IDs the commercial team already trusts.
03
LinkedIn roles that actually buy
On B2B motions, target QS, project manager, head of estates, procurement, commercial manager and contracts roles rather than generic "construction" titles. Residential outlet demand is different: search and call paths dominate, with LinkedIn used sparingly for land, investor or trade audiences.
What we build for you
Where we start on your account
Start with the bottleneck: tender-stage CRM, housebuilder reservation tracking, LinkedIn into named accounts, or the offline loop that ties awards and reserved plots back into bidding. Open the sector page that matches how you sell.
Infrastructure
What we put behind the ads
Media only works when reservation data, CRM stages and offline conversions share one commercial truth.
CRM mapped to tender and reservation reality
For commercial construction we rebuild HubSpot or Salesforce deal stages around the tender lifecycle: Relationship / early positioning, Framework / PQQ inclusion, ITT received, Bid submitted, Negotiation, Awarded / lost. Company hierarchies hold occupier, main contractor, QS, PM and consultant as related records, not a single flattened contact. For housebuilders we model developments, plots and reservation status as first-class objects or properties, with sales owners per site. Required fields are few and enforced: without estimated package value, expected award month or development_id, the deal cannot advance. That is what makes a board forecast usable.
Tracking, calls and offline conversions
Server-side tagging captures enquiry events with development or package context. Call tracking with dynamic number insertion per development or regional line closes the phone gap. Offline conversion upload sends awarded contract value or reserved-plot value (and margin where known) into Google Ads, not thank-you page views. LinkedIn conversion tracking follows the same commercial events for ABM programmes aimed at named accounts. Blended dashboards show spend, qualified pipeline and awarded or reserved revenue in one view so marketing and commercial directors argue from the same numbers.
Project stack and marketing stack stay connected
Procore and Aconex remain the project record. We do not pretend to replace them. We define the handoff: when a deal hits Awarded, which fields sync or get stamped, who owns the client record, and how marketing learns that a package closed without waiting for a quarterly spreadsheet. For residential, reservation systems and housebuilder CRMs need the same discipline: the ad platform optimises to the stage sales recognises, not to the stage that is easiest to fire from a landing page.
Director FAQs
What construction firms usually ask
Do you market for all construction firms the same way?
No. Fit-out and main contracting are tender and relationship led. Housebuilders are local demand and reservation led. Civils often sits on frameworks with longer cycles. We pick the pipeline model first, then the channels.
Why is a generic HubSpot sales pipeline a problem in construction?
Because commercially valuable work happens in Relationship and Framework / PQQ stages before an ITT exists. If those stages are missing, forecasts ignore the real pipeline and marketing cannot see which early conversations became awards.
How does this connect to procurement and supplier management?
Fit-out contractors and main contractors sell into procurement teams through PQQ, framework and tender processes. We also run acquisition for supplier management platforms selling to those same buyers, including Canopy. Sitting on both sides of that table changes how we write messaging, stage design and LinkedIn targeting.
What should Google Ads optimise to for a housebuilder?
Not raw form fills. The usable stack is enquiry, showhome or sales appointment, then reservation (and exchange where you can close the loop). Campaigns should be structured by development so budget and creative stay local.
How long should attribution windows be on tender-led work?
Often up to eighteen months from first meaningful touch to award. A thirty-day click window will systematically under-credit the channels that opened the relationship.
Do you replace Procore or Aconex?
No. Those stay as the project systems. We define the CRM award handoff and the marketing measurement layer so awarded packages still carry source and campaign data.
Which construction sub-verticals have dedicated pages?
Sub-verticals under this pillar include commercial fit-out, residential home builders, civils and infrastructure, main contractors, facilities management, and M&E / building services. Children appear from the content registry via the parent field, each with its own pipeline shape and service spokes.
Next step
Tell us about the pipeline you want to build
Share the vertical, the stack, and where enquiries are leaking. We will tell you plainly whether we are the right team for it.