Lead Generation Strategy & Results:
LL Engineering PC is a New York–based engineering firm specializing in MEP (mechanical, electrical, plumbing) design, inspections, and construction support services. The company provides end-to-end engineering solutions for residential, commercial, and mixed-use projects, helping clients navigate complex NYC building codes while ensuring compliance, efficiency, and cost-effective execution. Core services include: MEP design & engineering, HVAC, plumbing, and electrical systems, Fire alarm & fire protection design, and Construction management & inspections.
Objectives
- Generate qualified leads (calls + inquiries) for engineering services
- Increase visibility in a competitive NYC construction/engineering market
- Improve cost per lead (CPA) efficiency
- Capture high-intent searches related to MEP engineering and permits
Strategy Implemented
1. High-Intent Search Campaign (Primary Driver)
Targeted users actively looking for engineering services and approvals:
- Focused on keywords such as: “MEP engineer NYC”, “HVAC engineering services NYC”, “plumbing engineering NYC”, and “DOB filing engineer”
2. Performance Max for Expansion
Leveraged Performance Max to increase reach across the Google ecosystem:
- Captured additional demand via Display, YouTube, and remarketing
- Supported brand awareness and mid-funnel engagement
3. Conversion Tracking Optimization
The campaign flagged early issues with tracking (limited data visibility), so adjustments were made to ensure:
- Accurate lead tracking (forms + calls)
- Better optimization signals for Google Ads
- Improved decision-making and campaign efficiency
4. Trust & Expertise Messaging
Ads built credibility in a highly technical and trust-driven industry by emphasizing:
- Code compliance expertise (critical in the NYC market)
- Fast turnaround and approvals
- Experience across residential and commercial projects
Results Achieved
Combined Performance
- Impressions: 63,000+
- Clicks: 1,200+
- Total Conversions: 179+
- Phone Calls Generated: 130+
- Total Ad Spend: ~$4,950
Campaign Breakdown
- Search Campaign (Top Performer): 16,905 impressions, 751 clicks, 143 conversions, 92 phone calls, ~$3,743 ad spend.
- Performance Max Campaign: 46,632 impressions, 455 clicks, 36 conversions, 41 phone calls, ~$1,206 ad spend.
Key Insights
- Search Campaigns Drive Highest Quality Leads: Search delivered the majority of conversions, proving that engineering services are high-intent, demand-driven searches.
- Phone Calls Are Critical for B2B Services: With over 130 calls generated, direct communication is the preferred conversion path for engineering clients.
- Compliance-Focused Messaging Converts: Highlighting NYC code expertise and approval processes significantly improves lead quality.
- Tracking Setup Impacts Performance Visibility: Initial tracking limitations reduced optimization potential—once addressed, campaigns showed clearer performance trends.
Conclusion
LL Engineering PC successfully leveraged Google Ads to build a targeted lead generation system, generating consistent inquiries and phone calls in a highly competitive engineering market. By focusing on high-intent search campaigns, Performance Max for reach expansion, and trust-driven, compliance-focused messaging, the company positioned itself as a reliable engineering partner for NYC construction projects. This case study demonstrates how Google Ads can effectively drive qualified B2B leads for engineering firms, especially when campaigns are aligned with technical intent and local regulatory expertise.
