Digital Advertising: 7 Steps to Success for Building Product Manufacturers

Having a great product is only the first step, it also needs to be seen by the right audience. Advertising your products is a cornerstone of any successful marketing strategy for building product manufacturers. It’s how you reach the right AEC (Architecture, Engineering, and Construction) professionals so your products have the best chance of being selected for projects.

In this blog, we’ll walk through 7 steps to advertising your products effectively:

1. Know Your Audience
2. Choose the Right Channels for Your Paid Ads
3. Highlight What Makes You Different
4. Showcase Real-Life Project
5. Include a Clear CTA to Your Technical Files
6. Track & Measure Ad Performance
7.  Integrate Advertising With Your Broader Strategy

Step 1: Know Your Audience

Before investing in advertising, it’s essential to know exactly who you’re trying to reach. For building product manufacturers, your core audience is made up of the decision-makers who determine which products are included in project designs (i.e. architects, engineers, and other specifiers).

Together, they form the foundation of your Ideal Customer Profile (ICP). And the data speaks for itself: 71% of companies that regularly exceed their revenue and lead goals use ideal customer profiles as a key part of their sales and marketing processes.

Source: SuperOffice

The more precise and accurate your ICP is, the easier it becomes to target high-value customers by choosing the right channels and tailoring your messaging.

Here are some practical tips to help you narrow down your ICP:

• Start with your best customers: Look at the firms and professionals who already deliver the most value.
• Segment by industry & project type: Residential, commercial, infrastructure—know where your product performs best.
• Define firmographics: Consider company size, location, and roles in decision-making.
• Pinpoint pain points: Align your ICP with the problems your product solves most effectively.
• Look for buying triggers: Identify events (like new projects or regulation changes) that indicate readiness to buy.
• Refine with feedback: Use sales insights and campaign performance to continuously sharpen your ICP.

Step 2: Choose the Right Channels for Your Paid Ads

You need to know where AEC professionals go to specify products  and meet them there with your advertising. When executed strategically, paid ads can be a true superpower. In fact, paid advertising delivers an average 200% ROI, making it one of the most effective ways to reach specifiers and drive results!

The most effective channels for building product manufacturers typically include:

• Industry platforms (like CADdetails): Specifiers actively use listing platforms to search for products to include in their designs.
• Trade publications & digital magazines: These are widely read among architects, engineers, and other design professionals. Check out our list of top 10 recommended publishers here.
• Search engine ads: Target product-specific keywords to capture buyers with high intent.
• Social media ads: Build brand awareness, showcase expertise, and position your company as a thought leader.

To maximize success, focus on delivering the right content at the right moment. Most product research and sourcing happens during the workweek, so schedule your ads strategically to match when AEC professionals are most active.

Step 3: Highlight What Makes You Different

The building product space is competitive, and standing out requires more than just visibility. To differentiate your brand, your advertising should highlight:

• Unique product features that set you apart.
• Performance benefits such as energy efficiency, durability, or sustainability.
• Certifications and standards compliance that build credibility and trust.

You want to show not just what your product is, but why it’s the right choice.

Step 4: Showcase Real-Life Projects

One of the most effective ways to build trust is by showing your products in action. Highlight real-life projects where your products have been successfully specified, and strengthen the story by pairing them with reviews or testimonials from satisfied clients. According to ArchDaily, 91% of professionals say the most important factor when choosing a manufacturer is seeing the product successfully applied in another project.

Source: Plunge Pool Concepts

To make these visuals stand out, invest in high-quality photography and renderings that bring your products to life and demonstrate their value in a professional, compelling way.

Step 5: Include a Clear CTA to Your Technical Files

Pair your visuals with concise, easy-to-access technical information so specifiers can take action without delay. Make sure your ads end with a strong call-to-action (CTA) that directs prospects straight to your technical assets, whether that’s your Design Hub, a product page, or a download link. By removing friction and guiding them to the right resources, you make it easier for specifiers to move from interest to action, ultimately increasing your chances of getting specified.

Step 6: Track & Measure Ad Performance

Advertising only works if you can measure its results. Keep a close eye on key metrics, including:

• Impressions & clicks – to gauge reach and engagement.
• CAD/BIM file downloads – a strong indicator of specification intent.
• Leads generated – showing how ads convert interest into opportunities.
• Specifications won – the ultimate measure of ROI.

By consistently tracking performance, you’ll uncover what’s working, identify areas for improvement, and optimize your campaigns for better results over time.

Step 7: Integrate Advertising With Your Broader Strategy

Advertising is most powerful when it’s connected to the rest of your marketing and sales efforts, not treated as a standalone tactic. For best results, align your ad campaigns with:

• Content marketing
• Email campaigns
• Sales outreach

When these channels work together, they amplify each other to drive stronger engagement, higher conversions, and better overall results.

Advertise Your Products with CADdetails

We’ve already covered why it’s important to get your products listed on platforms like CADdetails. But once you’re there, you can take things a step further with native advertising across CADdetails’ channels.

Native ads are designed to blend seamlessly with the content that AEC professionals are already engaging with, making your products more visible without feeling disruptive. With CADdetails, you’ll put your brand in front of a community of 750,000+ AEC professionals across North America!

Learn more here or download our Media Kit to see all the opportunities available.

Cover image by Cat Han on Unsplash