CASE STUDY · MACHINERY DEALERSHIP

TURN HIGH-INTENT OPERATORS INTO A PIPELINE OF READY-TO-BUY LEADS

We rebuilt search, local SEO, and the website experience so a regional machinery dealer could stop answering tire-kicker inquiries and start talking to operators who knew what they wanted, when they needed it, and how fast they could move.

Service: Heavy Equipment Sales & Rentals Region: Multi-County Territory Timeline: First 60 days

60-DAY SNAPSHOT +41% more qualified form leads –28% avg. cost per click 14 days from plan to live

LEAD QUALITY

FORMS

0% Increase in qualified form leads asking about specific units, not “what do you have?”.

TRAFFIC EFFICIENCY

CPC

0% Reduction in average cost per click after restructuring search campaigns.

SPEED

LAUNCH

0 days From first strategy call to live campaigns and refreshed site structure.

CONTEXT

SITUATION

The dealership had inventory, relationships with manufacturers, and a territory to protect, but their digital footprint didn’t reflect it. The website tried to serve everyone: farmers, contractors, rental houses, and DIYers—all on the same generic pages.

Search campaigns were broad, sending expensive clicks to unfocused pages. Sales reps were spending time filtering out unqualified inquiries instead of working real deals.

The mandate was clear: bring in fewer, better conversations from operators who knew what they needed and were actually in the market to move.

EXECUTION

WHAT WE DID

Segmented the website around real buying journeys. Compact equipment, heavy iron, and attachments each got their own paths and CTAs.
Rebuilt search into intent buckets. Campaigns separated “research mode” from “call-the-dealer” queries so budget could favor the latter.
Cleaned up local SEO and inventory visibility. Location pages and inventory categories were aligned to how operators actually search.
Designed frictionless contact options. Call, text, or form—each tracked, each tied back to a specific campaign and keyword group.

WHY IT WORKED

WHY THIS SYSTEM WINS FOR EQUIPMENT DEALERS

Big-ticket machines aren’t impulse buys. Operators are looking for the right machine at the right time, and they have a short list of dealers they trust.

By mirroring that reality in the digital experience—showing the right categories, emphasizing availability, and making it simple to raise a hand—we attracted fewer, better leads and gave the sales team a cleaner pipeline.

Over time, data from those interactions helps decide which lines to emphasize, which territories to defend harder, and which promotions actually move iron.

SIGNALS

WHAT CHANGED IN 60 DAYS

Lead forms arrived with clear unit interest and use cases instead of vague “need equipment” notes.
Sales reps reported fewer dead-end inquiries and more conversations reaching quote stage.
Search queries shifted from brand-agnostic browsing to “dealer + unit type + region” intent.
Management gained visibility into which campaigns reliably fed the sales board.

HIGHER INTENT CLEANER PIPELINE REAL TERRITORY DATA

PLAYBOOK

OUR DEALER GROWTH PLAYBOOK

1 Map inventory to demand. Tie product lines to real search behavior in your territory.
2 Build decision-ready pathways. Pages that make it easy to understand, compare, and inquire.
3 Align campaigns to your board. Spend follows the lines and units you actually want to move.
4 Close the loop with data. Every serious inquiry is tracked from click to conversation.

FOR PRINCIPALS

WHAT THIS MEANS FOR YOUR DEALERSHIP

You see a pipeline that matches reality on the lot—and your reps spend more time moving equipment and less time filtering noise. Digital stops being a black box and becomes another lever you can pull with confidence.

TURN YOUR DIGITAL PRESENCE INTO OPERATIONAL LEVERAGE

If your business moves trucks, equipment, or complex deals, your digital setup should create leverage — not noise. We build measurable systems that turn real demand in your territory into conversations your team can close.

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