Google Ads contextual advertising for rental and sales service

TechnoRent - Equipment Rental and Sales
What we did:

Developed a comprehensive contextual advertising strategy divided into rental and sales
Created an expanded semantic core segmented by equipment types and queries
Set up Google Shopping campaigns for product visibility in search
Implemented remarketing for visitors with personalized offers
Optimized ads demonstrating the advantages of renting versus buying
Developed seasonal promotions and special offers for different equipment categories

Results:

Targeted traffic increased by 757% (from 4.2K to 36K per month)
Number of orders grew by 900% (from 38 to 380 per month)
Order conversion rate increased by 383% (from 1.2% to 5.8%)
Average check increased by 68% (rental) and 51% (sales)
ROAS grew by 225% (from 160% to 520%)

Key conclusions:

Shopping (ROAS 620%) and remarketing (ROAS 680%) showed the highest effectiveness
Most profitable categories were small equipment rental (margin 62%) and large equipment rental (margin 58%)
Equipment rental accounts for 60% of the business with higher margins than sales
Campaign segmentation by formats (rental/sales) significantly increased relevance
Repeat customer share increased to 58%, significantly reducing CPA
A combination of search and shopping campaigns provided the best reach of the target audience