Client
Romac Industries, Inc.
Platforms
LinkedIn
Focus
Brand awareness and video views
Impact
Reached 50,000+ relevant employees across the engineering and waterworks industries
THE CHALLENGE
Romac Industries wanted to expand their reach across the United States to encourage people to:
a) buy their products for waterworks projects
b) influence key players to include ALPHA and the InsertaValve 2.0 in their future specs
c) store and distribute Romac’s products in local markets across the USA
Romac historically used traditional marketing tactics, including face-to-face meetings and over-the-phone sales calls. Romac is one of the first pipe works brands to utilize social media advertising on a national scale.
THE STRATEGY
To hit Romac’s key audiences, we designed multiple advertising campaigns within LinkedIn Campaign Manager.
After a briefing session, LinkedIn was chosen as the primary channel due to the power of their job title marketing features.
We created three audience groups (municipal/engineers, distributors/buyers, and contractors) with unique key messages primarily focused on the ALPHA and InsertaValve 2.0 products ease and speed of installation.
Each ad set contained different video cuts (one 96s horizontal video, and three 19s shorts) and multiple copy options. A/B testing is crucial in online spaces.
To kick off the campaign in April 2026, our focus was video watch time. Video ads were a great tool for brand awareness, especially in the 1080 x 1920px format on mobile devices.
After launch, I noticed our first ad group of distributors/buyers was not performing well (high cost per number of people reached), so I shut it off and remade the group with new targeting parameters.
To better target this group on LinkedIn, we uploaded Romac’s existing customer email list and created a “Matched Audience” which seeks out similar people.
As the campaign continued, we turn off ads performing below average and incorporated new ads as the creative rolled in.
To identify whether an ad is below average, we look at a number of metrics, including but not limited to:
- Cost per number of people reached (below $120)
- Cost per view (below $0.20)
- Average video view watch time (6s or better)
THE IMPACT
The LinkedIn ad campaigns performed well. Across all campaigns we reached 50,270+ people with an average ad frequency of 1.72. We had 137,666 total impressions.
In total, we had 50,000+ video views with about 19% of people still watching at the 25% mark.
Our overall average video watch time hit around 8.4 seconds, which was better than industry standard (6s). An 8.4s watch time means people are stopping in their feed and staying because of content relevance. Our cost per view was significantly lower than benchmark at only $0.12 across all campaigns.
The top industries included:
- Wholesale Building Materials
- Business and Construction Services
- Wholesale
- Construction
- Engineering
- Operations
- Program and Project Management
Our top companies included key players such as Ferguson, Kimley-Horn, AECOM, Core & Main, with job titles such as:
- Civil Engineer
- Senior Project Manager
- Engineer
- Project Manager
- Project Engineer
- Water Resources Specialist / Engineer
Although our goal was video views and watch time, our top-performing ad had a click through rate of 0.89%, which was higher than the overall benchmark of 0.24% – 0.44%.
