Industrial Lifting Equipment Distributor

200% More Conversions & 50% Lower CPL with Paid Search Optimization

Industrial Crane Chain Hoists Parts

Industry & Client Overview

Industry

Heavy-Duty Lifting Equipment (Cranes and Components)

Region

United States

Platform

Magento Commerce
(Magento 2)

Business Model

B2B & B2C product sales and inquiry-based purchases

Client Background:

Our client is a leading U.S.-based distributor of industrial cranes and crane components. Their primary objective was to streamline ad spend while maximizing high-quality quote requests, phone inquiries, and purchases from contractors, manufacturers, and resellers. Operating in a high-ticket, low-volume environment, their sales required precision targeting and qualified lead generation at scale.

The Challenge

When we took over the account in August 2024, the ad campaigns faced several performance and structural issues:
  • Bloated Campaign Structure: Dozens of overlapping campaigns and poorly organized ad groups were diluting budget and data.
  • High Cost per Lead: CPA was consistently above $250 in early months, with some conversions costing over $400.
  • Low CTR & Conv. Rate: Poor keyword targeting and generic ad copy led to a CTR of 0.57% and conversion rates below 1%.
  • Improper Tracking: Conversions such as phone calls, forms, and purchases were not accurately tracked or attributed.
  • Wasted Ad Spend: The account used broad match keywords without adequate negative keyword coverage, leading to irrelevant traffic.
  • Underutilized Bing Ads: Campaigns were cloned from Google but not optimized, resulting in wasted spend.

Our Strategy

Over the next 6–9 months, we implemented a multi-layered optimization plan:

Campaign Restructure

We rebuilt campaigns around product types, capacities, and buyer intent. Poor performers were paused or consolidated.

Match Type Optimization

Replaced broad match keywords with phrase and exact match for better intent alignment.

Negative Keywords

Introduced hundreds of negatives to eliminate irrelevant traffic and prevent budget leakage.

Conversion Tracking Overhaul

Implemented end-to-end tracking across forms, call extensions, and eCommerce purchases.

Ad Copy & Creative Refresh

Designed new ads that emphasized USPs like fast shipping, warranty, and customer service.

Landing Page A/B Testing

Collaborated with the client’s internal team to test form placement, CTA language, and layout variants.

Bing Ads Migration

Cloned winning campaigns from Google Ads to Bing with platform-specific adjustments.

Timeline

Our optimization began in August 2024 and continued through June 2025, with major performance improvements observed after 60–90 days. The most consistent growth occurred between March and June 2025.

Key Results

Metric Before Optimization After Optimization % Change
Click-Through Rate (CTR) 0.57% 3.35% +488%
Conversion Rate 0.56% 3.80% +578%
Cost per Conversion $402.49 $188.28 –53%
Monthly Conversion Volume 142 217 (Peak Month) +53%
Total Monthly Leads ~150 300+ 2X increase
Conversion Value / Cost $0.75 $0.46 Improved ROI accuracy and tracking fidelity

Campaign Snapshot – Google Ads Performance

Industrial Crane Chain Hoists Results

Business Impact

This long-term engagement demonstrates the transformational value of strategic, data-driven Google and Bing Ads management for a high-ticket B2B retailer.

By restructuring campaigns, refining keyword targeting, implementing full-funnel tracking, and continuously optimizing creatives, we helped this Industrial Lifting Equipment Distributor:

  • Double monthly lead volume
  • Reduce cost per conversion by over 50%
  • Attract highly qualified buyers via search
  • Create a scalable and sustainable growth system
The account now operates with greater efficiency, insight, and control—positioned for continued performance gains and expansion.

What’s Next?

If this case study reflects the kind of results you’re looking for, here’s how we can get started:
  • Free Account Audit: We’ll review your current Google/Bing Ads setup and identify quick wins and long-term opportunities.
  • Strategy Call: We’ll walk you through our findings, show you how we work, and outline what your first 30–90 days with us would look like.
  • Custom Proposal: You’ll receive a tailored plan based on your goals, ad spend, and industry — no generic packages.
Let’s talk