Multi-Location Equipment Dealer · Google Ads

A simpler account, 59% more conversions for the same spend.

This client sells, rents, leases and services construction and agricultural equipment from locations across North Carolina, Ohio, Pennsylvania and New Jersey. They needed a Google Ads account built from scratch that could bring in buyers, renters and service customers in every market.

At a glance

Client: Multi-Location Equipment Dealer
Industry: Construction and agricultural equipment dealer
Channel: Google Search and call-only ads
Engagement: From April 2021

Built from zero: 31 campaigns, 300+ ad groups and about 3,000 keywords
1,330 conversion actions in the first eight months at an average of $28
Simplified campaign test: 59% more conversion actions and 36% lower cost per conversion on the same spend
Brand campaign converted 86% of clicks at a fraction of the account's spend

36%lower cost per conversion on the same spendMulti-Location Equipment Dealer. Google Ads.

The situation

The dealer had no working Google Ads account when we started. The first two accounts they created were suspended over payment issues. Rather than wait, we built the full account in Google Ads Editor so it could be uploaded the day an account was approved.

What we found

Equipment buyers search in very different ways. Some know the brand and model, some only know the job they need done, and many don't know yet whether they want to buy, lease or rent. The first build mirrored that complexity, with separate campaigns by brand, equipment type, industry and transaction type in each market. It worked, but budgets were spread thin and some campaigns barely served.

What we changed

We launched a 150-mile radius around each location, with campaigns for purchasing, leasing, renting, service and parts, plus a brand protection campaign covering every market. We added call-only ads for service, separated new and used equipment with their own ads and landing pages, and built a campaign for a single manufacturer's line when the dealer wanted to push it.

In 2022 we tested a simplified structure in North Carolina: four campaigns per market (acquire equipment, used equipment, service and parts) plus brand protection, with broader ads that covered buying and leasing together. When it beat the original structure, we rolled it out to Pittsburgh and New Jersey.

What happened

In its first eight months the account produced 1,330 conversion actions at an average of $28, with a 3.1% click-through rate. The brand protection campaign converted 86% of its clicks on a few hundred dollars a month.

The simplified test made the biggest difference. Over the same spend (about $6,100), the North Carolina campaigns went from 152 conversion actions at $40 each to 242 at $26 each, and conversion rate nearly doubled from 5.1% to 9.8%. After the new structure went live in every market, July 2022 produced 405 conversion actions at about $11 each.