FEI Group

Client Name: FEI Group
Project Type: Consulting, CMS, PPC Management and SEO
URL: http://www.feigroup.net

Project Overview

FEI Group is a collective comprised of 3 organizations that represent the commercial and residential building marketplace.   They came to us in 1998 with a need to build a website for their new startup (Floor Expo at the time).   Smart Marketer worked with the company for several months mapping out design, content and optimizing the site for search results, which was a brand new concept and channel at the time.

Smart Marketer designed a new website for them, consulted on user experience and technical concerns associated with the new website and executed a search marketing campaign, and later a PPC campaign for them.

FloorExpo grew to be the largest member-driven alliance for single-family flooring contractors. Their network of entrepreneurs serves the top 50 builder markets in America.   FloorExpo expanded into multiple other related marketplaces in the building industry.  They currently enjoy member sales totaling more than 4 billion annually.

The Smart Marketer Solution

We conducted extensive research of the marketplace, discussed strategy and needs with more than 12 stakeholders and eventually executed a strategic search marketing and PPC campaign.  

The PPC campaigns required an enormous amount of management and daily maintenance, as thousands of siloed keyword groups were being tested, refined and expanded upon in order to keep the campaigns profitable and growing consistently to a specific kind of searcher.


With the combination of content development, ad campaigns and targeting, FEI was able to continuously expand, grow & scale into three different distinct companies representing specific segments of the builder marketplace.  They have never had a year without significant growth and represent 100’s of companies in the building marketplace with member sales of more than $4 Billion annually.