Minick Materials

Running Google Ads for a company with two distinct customer bases is a challenge that most marketing teams underestimate. Retail shoppers browsing for landscaping stone and commercial contractors sourcing bulk soil require different messaging, different landing pages, and different conversion strategies. When those audiences are lumped into a single general campaign, ad spend goes up, and results go sideways. This case study shows how ATAK restructured Minick Materials' paid strategy to speak directly to each audience, built high-value conversion assets, and turned a solid ad program into a significantly more productive revenue channel.

Minick Materials is an Oklahoma-based aggregate materials provider serving both retail consumers and commercial contractors nationwide. They operate multiple brick-and-mortar locations across the Oklahoma City area where homeowners, landscapers, and builders can purchase stone, sand, soil, and other materials. On the other side, their commercial division works with architects, contractors, and construction firms on larger projects.

ATAK had been running paid campaigns for Minick, but as the company's product lines evolved and a new website launch approached, it became clear the ad strategy needed to evolve, too. The existing campaigns were generalized. They targeted both audiences with the same messaging, landing pages, and conversion approach. That worked to a point, but it left a lot of opportunity on the table.

The landing pages offered a basic form fill as the primary conversion action. In an industry where customers actually pick up the phone to place orders, this was a missed opportunity. There was no compelling reason for a prospect to take that next step beyond filling out a generic contact form. And without differentiated campaigns, it was difficult to measure which products and which audiences were driving the strongest returns.

Minick needed a new paid strategy that matched the specificity of their business.

ATAK took a multi-layered approach to rebuilding Minick's paid campaigns from the ground up.

Segmented campaigns by product category. Instead of running general ads for "materials," the team created dedicated ad sets for specific product categories like stone and soil. This allowed the messaging to speak directly to what each audience was searching for, pushing campaigns further down the funnel where purchase intent is highest. When someone searches for a specific material, they see an ad and a landing page that matches exactly what they need. That specificity drives action.

Created a downloadable product catalog as the primary conversion asset. This was the single biggest lever. Rather than asking visitors to fill out a vague contact form, Minick's landing pages now offer a detailed product catalog that prospects can download immediately. The value exchange is clear: you give us your information, and we give you something useful right now. This approach works especially well in construction and materials, where buyers want to compare products and pricing before they call. It also builds the contact database for remarketing and email nurture down the line.

Added phone numbers directly to landing pages. In the materials industry, phone calls are how orders happen. By prominently displaying the business phone number on every landing page, ATAK opened a conversion path that aligned with how Minick's customers actually buy. Call conversions became a meaningful metric alongside form fills.

Launched a branded search campaign. Minick has strong brand awareness in the Oklahoma market. A branded campaign made sure they showed up first when people searched for them by name, capturing high-intent traffic that competitors might otherwise intercept. For established regional brands, branded search is consistently the highest-converting campaign type.

Rebuilt the entire website on HubSpot's CMS. As part of the broader strategy refresh, ATAK launched a completely redesigned website for Minick on HubSpot. Moving the site onto HubSpot's CMS connects the website directly to their CRM, giving Minick a single view of how visitors move from ad click to site visit to form fill to phone call. Every touchpoint feeds the same system. The new site went live in early 2026, and early performance data is already trending in the right direction. As the paid campaigns drive more qualified traffic to a faster, more cohesive site, ATAK and Minick are tracking the compounding effect across both channels.

Built a hybrid-ecommerce shop component. Alongside the new HubSpot website, ATAK developed a custom WordPress-based shop that lets customers browse the full product catalog, see what Minick offers, and create quotes online. This gives both retail and commercial customers a self-serve option while keeping the phone and in-person channels fully active. The shop and the paid campaigns work together: ads drive traffic, the shop converts browsers into buyers.

Optimized for quality, not just volume. The team implemented negative keyword strategies and adjusted bidding by time of day and day of week to make sure ads ran when Minick had staff available to respond. This is a detail that sounds small but matters enormously in industries where speed of follow-up determines whether a lead converts or disappears. Every dollar spent went toward reaching the right people at the right time.

The impact was immediate and measurable.

Conversion rates across the paid campaigns jumped from roughly 10% to 16%, a 54% increase. That lift came primarily from the downloadable product catalog, which gave prospects a compelling reason to engage. Combined with phone call tracking, Minick now has a clear picture of which campaigns, keywords, and products drive the most customer action.

Website traffic from paid campaigns has been climbing steadily year over year, feeding both the retail and commercial sides of the business. And because the team focused on quality alongside volume, those clicks are turning into real conversations and real orders, not just form fills that go nowhere.

With the new HubSpot website now live, the next chapter is already underway. Early site performance metrics are climbing, and because everything now lives in one connected system, Minick has clearer attribution than ever between paid campaigns, organic traffic, and actual revenue. The CRM integration means every visitor interaction is tracked from first click to final sale.

The new website, the shop, and the segmented ad strategy now work as a single system. Minick's team can update product information, see what's performing, and feel confident that their digital presence matches the quality of their physical operation. Everything feels current, consistent, and connected.

For companies running paid campaigns across multiple audience segments, the takeaway is straightforward: stop trying to be everything to everyone in one ad group. Segment your campaigns, give your prospects something valuable in exchange for their information, and make sure your conversion paths match how your customers actually buy.

Looking to get more from your paid campaigns? Book a discovery call with ATAK and let's talk about building a strategy that actually converts.