From 0 to Over 500,000 Impressions: The Digital Strategy Behind AMQ’s Growth

Is it possible to combine brand awareness and professional engagement while maximizing the value of a Google Ads Grant? Bridge Media proves that it is!

Context

Bridge Media recently collaborated with the AMQ (Association de la Maçonnerie du Québec), a key organization supporting masonry professionals across Quebec. The AMQ offers specialized training and online RBQ certifications while promoting industry expertise through technical content and knowledge-sharing initiatives.

The association entrusted us with two main objectives:

Increase the visibility and awareness of its training programs and certifications
Position the association as an expert and trusted resource for masonry professionals

To achieve this, we deployed a strategic digital plan using Google Ads Grant, YouTube, and LinkedIn campaigns, with each channel focused on specific objectives.

Results in figures

Google Ads Grant (January 1, 2024 – December 31, 2024):
- Impressions: 19,800+
- Website visits: 2,400+
- Conversions: 55 training registrations | 41 brand-related actions
- 240+ phone calls generated by the campaigns
YouTube Campaigns (since October 2024):
- Impressions: 350,000+
- Video views: 91,000+
- 100% video completion rate: approximately 20% (vs. a 15% average)
- Investment: $2,100

LinkedIn Campaigns:
- Impressions: 143,000+
- Video views: 91,000+
- Complete video views: 9,425
- View rate: 63.76%
- Cost per view: US$0.02
- Total budget: US$1,674.71

These results demonstrate the effectiveness of combining broad-reach brand awareness campaigns with highly targeted B2B campaigns to reach and engage both the general public and industry professionals.

A strategic deployment

Project Challenges

One of the specific challenges of this mandate was the presence of another association using the same AEMQ acronym. It was therefore necessary to implement dedicated brand campaigns to ensure that users searching for “AEMQ” were directed to the official website and its services.

Additionally, while YouTube provided broad visibility, it was essential to balance this reach with highly targeted LinkedIn campaigns to connect with masonry professionals who were genuinely interested in technical content.

Strategies Implemented by Bridge Media

Several initiatives were deployed to achieve these objectives:

Google Ads Grant campaigns: Campaigns focused on the brand name and specific services were created to maintain strong visibility in search results and connect users with relevant training programs and certifications.
YouTube video campaigns: Seven campaigns were launched to promote technical videos produced by the AMQ. The primary objective was awareness and video consumption rather than website traffic, with a 100% video completion rate reaching 20%, well above the industry average.
B2B targeting on LinkedIn: Dedicated campaigns were developed to reach masons, recent graduates, and self-employed professionals in the industry. This precise targeting generated an exceptional view rate at a highly competitive cost per view.
Combined multichannel strategy: Using YouTube for broad visibility and LinkedIn for precise professional targeting helped maximize both AMQ brand awareness and engagement among industry professionals.

Are you an association or professional organization looking to strengthen your digital presence while keeping your budget under control? Contact Bridge Media to build a customized, high-performing multichannel strategy.