Optimizing Google Ads for a Construction Equipment Manufacturer

The Project

Recently, I was fortunate to work with an established construction equipment manufacturer and supplier, helping modernize his Google Ads and online presence. The company had a proven track record, but the ad setup was overdue for a tune-up. Together, we set out to reorganize the campaigns, make better use of the budget, and connect the company’s brand directly with commercial buyers.

The Campaign Strategy

Our main goal was to stop spending money on unproductive clicks and focus on high-intent equipment buyers. We consolidated into one primary campaign, turned off search partners, and capped daily bids to control costs. Geographic targeting was narrowed to key states based on the company’s past order history, lead activity, and regional construction demand.

During our keyword review, we identified that a broad search term was consuming most of the budget. It was triggering ads for casual DIY searchers and alternative equipment rather than commercial construction buyers. We removed the broad keyword, replaced it with high-intent phrase match keywords, and built 4 negative keyword lists to ensure ad spend focused on professional construction buyers.

Implementation

With the strategy set, we focused on making the ads clearer, streamlining how incoming leads were captured, and putting reliable conversion tracking in place:

  • Ad Messaging & Assets: We reviewed the company’s existing ads and refined the messaging to make it clearer and more engaging. We then expanded sitelinks to 8 targeted pages and updated price assets so buyers could see value upfront.

  • Website Touch-ups: Working with his Codex agent, we refreshed key web pages by reorganizing details into cleaner product information cards, updating messaging, and highlighting customer feedback to help build trust.

  • Automated Lead Workflow: Next, we set up an automated workflow that logs new leads in a spreadsheet, alerts the owner immediately by email, and sends a prompt auto-response to the customer.

  • Conversion Tracking Setup: Finally, we installed the proper Google Ads tags across the company’s website to accurately track both phone calls and form submissions.