Rental of construction equipment. 278 conversions in 5 months
How the advertising of a heavy equipment rental company attracted 278 clients at $16.24 per application
Project Description
The advertising campaign was aimed at promoting heavy equipment rental services in the USA. The main goal was to increase the number of applications while optimizing the cost of acquiring a single client.
Project Context
The heavy equipment rental market in the USA is characterized by high competition, especially among companies offering short-term rentals for construction projects. The main challenge was targeting a specific audience interested in renting heavy equipment in defined regions and minimizing advertising costs.
Problems
- High cost per click due to competition in the heavy equipment rental niche.
- The need to reach a narrow segment of the target audience (construction companies, contractors).
- Difficulty in converting website visitors into applications due to the specificity of the service.
Strategy and Approach
- Geo-targeting was set up for regions with the highest demand for heavy equipment rentals.
- Creatives were developed that highlighted favorable rental conditions and additional benefits.
- Various ad formats (dynamic and static) were tested to determine the most effective ones.
- Retargeting was set up to bring back users who visited the site but did not submit an application.
Implementation
- Testing of advertisements was conducted to select the most effective formats and messages.
- Bids were continuously optimized based on analytics data to reduce the cost per click.
- Target settings and ad texts were regularly adjusted to improve conversion rates.
Results
- Number of clients: 278 applications in 4 months.
- Average customer acquisition cost: $16.24.
- Conversion: every 9th visitor placed an order.
Project Description
The advertising campaign was aimed at promoting heavy equipment rental services in the USA. The main goal was to increase the number of applications while optimizing the cost of acquiring a single client.
Project Context
The heavy equipment rental market in the USA is characterized by high competition, especially among companies offering short-term rentals for construction projects. The main challenge was targeting a specific audience interested in renting heavy equipment in defined regions and minimizing advertising costs.
Problems
- High cost per click due to competition in the heavy equipment rental niche.
- The need to reach a narrow segment of the target audience (construction companies, contractors).
- Difficulty in converting website visitors into applications due to the specificity of the service.
Strategy and Approach
- Geo-targeting was set up for regions with the highest demand for heavy equipment rentals.
- Creatives were developed that highlighted favorable rental conditions and additional benefits.
- Various ad formats (dynamic and static) were tested to determine the most effective ones.
- Retargeting was set up to bring back users who visited the site but did not submit an application.
Implementation
- Testing of advertisements was conducted to select the most effective formats and messages.
- Bids were continuously optimized based on analytics data to reduce the cost per click.
- Target settings and ad texts were regularly adjusted to improve conversion rates.
Results
- Number of clients: 278 applications in 4 months.
- Average customer acquisition cost: $16.24.
- Conversion: every 9th visitor placed an order.
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