Overview

Rundoo is a modern software platform built specifically for the building materials industry. They empower local businesses to modernize their operations and compete effectively with big-box retailers through AI-powered tools and streamlined workflows. We were engaged to manage their Meta and Google Ads ecosystems, build a scalable creative testing framework, and shore up their data tracking infrastructure.

Project Details

• Develop a "Multi-Angle" Creative Strategy: Conceptualize and launch distinct marketing angles—including Modernization, AI-Powered Tools, and Big Box Competition—to identify which value propositions resonate most with hardware and paint store owners.
• Build a Scalable Testing Framework: Implement a Meta Ads structure using a "Core Campaign" model with minimum spend floors, allowing for flexible budget distribution toward high-performing creative sets.
• Full-Funnel Content Production: Establish a 4-step creative workflow bridging strategy and execution, transforming raw video insights from leadership into high-performing edited video and static ads.
• Technical Infrastructure Overhaul: Set up the "bones" of a robust data ecosystem, including GA4 instance creation, Google Tag Manager integration for lead tracking, and Meta Conversions API (CAPI) for enhanced attribution.
• Landing Page Development: Design and launch dedicated, conversion-rate-optimized (CRO) landing pages to test against the primary homepage for paid traffic efficiency.
• Omnichannel Search & Video: Manage a diverse Google Ads portfolio encompassing Brand protection, Competitive conquesting against legacy players (Paladin, Epicor, Decor Fusion), and broad-reach YouTube awareness campaigns.

The Strategy

Angle Development & Briefing
We moved away from generic "software" ads toward specific problem-solving angles. By categorizing ads into Problem, Solution, and Brand Aware tiers, we ensured that Rundoo met potential customers wherever they were in their buying journey.

Data-Driven Creative
Our process was built for speed and iteration. By launching "angles" like the $1k Implementation Offer and AI-Tools, we allowed the data to dictate our creative direction. We implemented a strict 7-10 day testing window before making adjustments, ensuring every dollar spent contributed to a clear learning.

Technical Foundation
Scaling spend is only effective if you can track the results. We moved Rundoo toward a more sophisticated tracking model by implementing GTM triggers and Meta CAPI, ensuring that even in a privacy-first world, our attribution remained as accurate as possible.