Raising the Roof for GRANUM EXTRA

25,600

architects reached

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190%

increase in traffic to Granum Extra pages of site

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98

samples sent to prospective building designers

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It is a new, optimal solution for building projects.

Client & Challenge

RHEINZINK, the global leader in titanium zinc for roofing and façade systems, introduced GRANUM EXTRA — a prePATINA surface finish combining contemporary aesthetics with long-term durability and colour stability.

The challenge: reach UK architects and specifiers, build awareness of the new GRANUM EXTRA brand, and encourage them to request free product samples — a critical step in specification decisions.

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SearchUp’s Approach: A Two-Phase LinkedIn Strategy

SearchUp developed and delivered a LinkedIn Ads campaign tailored specifically to the architecture sector, using precision targeting and creative sequencing to move audiences from awareness to action.

Phase 1: Awareness – “Introducing GRANUM EXTRA”

Objective: Educate architects about the new GRANUM EXTRA surface and its design benefits.
Targeting: Architects, designers, and specifiers within UK practices involved in façade, roofing, or material selection.
Creative direction: Visually-led ads highlighting the elegant matt finish and the product’s “extra” qualities — extra stable, extra versatile, extra premium.
Outcome: Built strong product recognition among RHEINZINK’s key professional audience.

Phase 2: Remarketing – “Experience GRANUM EXTRA”

Objective: Turn awareness into engagement by encouraging free sample requests.
Audience: Users who had interacted with or clicked the awareness ads.
Creative direction: Personalised messaging inviting architects to “see and feel the difference” with a complimentary sample.
Outcome: Delivered a measurable uplift in qualified sample requests through the RHEINZINK website.

The product uses Titanium Zinc.

It is versatile, colour stable and resistant to corrosion.

Execution Highlights

Sequential ad delivery: LinkedIn’s professional targeting enabled precise audience progression from awareness to conversion.
Performance testing: A/B testing across creative formats (carousel vs. static image) refined messaging and design focus.
Data integration: Custom UTM tracking connected ad engagement to on-site actions, providing a clear view of ROI.
Continuous optimisation: Weekly reviews of click-through rate, conversion rate, and cost-per-sample informed real-time campaign tuning.

Results

Although specific figures are confidential, the campaign achieved:

A significant increase in architect engagement with the RHEINZINK brand.
A high click-through rate above LinkedIn’s B2B benchmark for building materials.
A strong conversion rate on the sample request page.
A lasting lift in brand awareness and product consideration for GRANUM EXTRA.

Why It Worked

Architect-focused platform: LinkedIn’s targeting ensured reach within relevant professional circles.
Sequential storytelling: Awareness followed by remarketing mirrored architects’ material research behaviour.
Tangible incentive: Offering free samples made the product’s quality real — converting interest into specification potential.
Elegant creative: Visuals and tone aligned with architectural aesthetics and RHEINZINK’s premium brand image.