Industry overview
What is shaping construction
Construction materials are chosen by a chain of people: engineers, contractors, masons and individual homebuilders. Site conditions, credit and word-of-mouth all matter.
- Masons and contractors strongly influence material brands
- Individual homebuilders rely on trusted advice
- Site safety and quality standards are rising
Client background
A construction equipment rental company, working in Maharashtra & Gujarat. Client identity is withheld to protect confidentiality.
- Organisation
- A construction equipment rental company
- Sector
- Construction
- Team engaged
- Digital Marketing
- Services
- Google Ads / PPC, Landing page & CRO, Lead generation
Client challenge
Most rental enquiries came by word of mouth, limiting growth in new regions.
Research objectives
- Deliver on the brief: generating enquiries for construction equipment rental.
- Design around the real needs of equipment categories.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
The work focused on 12 equipment categories.
- equipment categories12
Audiences we typically reach in construction
Contractors and masonsCivil engineers and architectsIndividual homebuildersMaterial dealersSite workers
Geographic coverage
Coverage: Maharashtra & Gujarat. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search campaigns
- 3Equipment-specific landing pages
- 4Insight
We built landing pages for each equipment type with availability, specifications and quick quote forms, and launched search campaigns for location-specific rental searches.
Google Ads / PPCLanding page & CROLead generation
Sampling strategy
- equipment categories
- 12
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Specific landing pages matched how contractors search.
Recommendations
- Build on the core insight: specific landing pages matched how contractors search.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Enquiries from new regions grew, and the sales team could see which equipment categories generated demand.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do dealers win contractor loyalty?
Client identity is withheld to protect confidentiality.