Roadsafe Asphalt Partners with KLIQ for B2B Marketing to Drive Commercial Asphalting Growth

MELBOURNE, Australia - In industries like asphalt and civil construction, reputation and credibility have always been critical to winning work. Today, with digital channels and AI increasingly shaping how businesses research and evaluate suppliers, that reputation is often judged online first, as clients compare capabilities and build confidence long before making contact.

Roadsafe Asphalt, an established commercial asphalting and civil construction specialist in Victoria since 2007, has engaged KLIQ Interactive as its B2B digital marketing agency to deliver Account-Based Marketing (ABM), Search Engine Optimisation (SEO), and paid advertising across Google Ads and LinkedIn Ads.

Having built a strong business through quality work, repeat customers and long-standing client relationships, Roadsafe Asphalt identified an opportunity to build on that foundation with a more strategic approach to marketing and business growth. The partnership with KLIQ is focused on strengthening Roadsafe Asphalt’s digital marketing capability, reaching more of the right organisations and decision-makers, and creating a more consistent pipeline of opportunities to support the company’s next stage of growth.

The engagement builds on KLIQ’s earlier work developing Roadsafe Asphalt’s new website, creating the digital foundation needed to support its broader B2B marketing strategy. With that foundation in place, KLIQ can now drive highly targeted traffic to a website designed to clearly communicate Roadsafe Asphalt’s capabilities, demonstrate its experience and convert the right prospects into meaningful business enquiries.

Elias Mantinaos, Director at Roadsafe Asphalt, said the decision to work with KLIQ came down to trust and a shared focus on outcomes over vanity metrics.

“What impressed me most was that they weren't simply focused on generating more clicks, they were focused on attracting the right enquiries and delivering genuine business outcomes. That philosophy really aligned with how we think at Roadsafe Asphalt.”

That confidence grew as the relationship developed. “KLIQ didn't jump straight into selling us services. They took the time to understand our business, our industry and our long-term goals. Their approach felt strategic rather than transactional, and through their portal and metrics they were able to explain technical concepts in a way that made sense.”

For Elias, however, one of the biggest differentiators was KLIQ's transparency about what sustainable growth actually requires.

“The biggest difference was their honesty. They never promised overnight success or unrealistic results. Instead, they explained the reasoning behind every recommendation and set realistic expectations about what it would take to achieve long-term growth. Rather than offering a one-size-fits-all solution, they developed a strategy aligned with our business goals and made it clear that success would require commitment from both sides. That was refreshing.”

Commenting on the partnership, Shaun Thaddeus, CEO of KLIQ, said, “Roadsafe Asphalt has built its reputation the hard way, through the quality of its work and the trust it has earned from its clients over many years. They share many of the same values we have at KLIQ, particularly around building long-term relationships, being accountable for the work we do and focusing on outcomes that genuinely matter to the business.”

“What has also made the partnership work so well is how collaborative it has been from the beginning. Elias and the Roadsafe Asphalt team bring an incredible depth of knowledge about their industry, their customers and what drives their business. We bring our expertise in B2B marketing, digital strategy and data. By bringing those two areas of expertise together, we can make better decisions and build a marketing strategy that is grounded in the realities of their business rather than assumptions.”

“We see ourselves as an extension of their team, and we're excited about what we can achieve together as Roadsafe Asphalt enters its next stage of growth.”