Construrama
Distribution (construction) · LATAM (Mexico) · B2C y B2B
eCommerce arm of Mexican industrial group CEMEX, an international company founded in 1906 operating in more than 50 countries with 50,000+ employees.
Increase traffic to the Construrama site and maximize conversions in both B2C and B2B. Specific focus: capturing digital sales from customers who had no prior relationship with the physical stores. The operational complexity: a large and heterogeneous catalog, with the website structured around the location of each physical store — which made search campaigns by category or product particularly challenging.
More than 130 SEM campaigns organized by category, product, and brand. Keyword optimization with particular attention to searches specific to Mexican geography. Display and GDN for remarketing and prospecting — this was not an impulse-buy product, so retargeting was key to closing the cycle.
Shopping campaigns to reinforce presence in physical store catalogs. In Social Ads, a clear split between new-user acquisition and conversion campaigns with remarketing segmented by state and category.