Brief & Challenge
AB Equipment’s paid search wasn’t reflecting the way the business actually sells. Machine lines, parts, service, and training were competing inside a structure that didn’t map to their commercial priorities – making it hard to control spend, read performance, or scale what worked.
The result was familiar: budget spread thin, weak visibility into which machine categories drove genuine enquiries, and a conversion rate that left significant value on the table. They needed a structure built around their business, not around whatever the account had accumulated over time.
Service/s
Sector
About the client
AB Equipment are industry leaders in heavy equipment.
Operating since 1878, they work in an increasingly competitive and changing landscape. Kiwi businesses need the smartest choice of equipment and machinery, and AB Equipment has continually stepped up to the task for over 100 years.
As with all long-standing businesses, their ongoing success comes from continually transforming how they work and present themselves in market.
Strategy + process
We rebuilt the Google Ads account from the structure up, organising campaigns around AB Equipment’s key machine lines and commercial priorities.
1. A structure built around the business
- Dedicated campaigns for their major brands and categories – construction equipment, driver training, parts & service, and individual machine brands.
- Each campaign with its own budget logic and messaging, so spend follows commercial priorities.
2. Tracking they own
- Tightened conversion tracking through GA4 so every meaningful action – machine enquiries, contact form submissions, parts enquiries, phone clicks and file downloads – was measured cleanly.
- A transparent, data-owned view of which campaigns produced real business, not just clicks.
- Budget shifted toward the highest-intent machine lines.
Results
The rebuilt structure delivered growth on the metrics that matter, not just traffic (year-on-year).
Conversions
Increase in conversions
168%
Increase in conversion rate
385%
Increase in conversion value
468%
Efficiency
Lower cost per conversion
~50%
Improvement in ROAS
90%
Lower CPC on core brand campaigns
~37%
High-intent actions
Increase in machine enquiries
416%
Increase in form submissions
121%
A structure they can steer
Several machine-line campaigns posted conversion increases into the thousands of percent off a cleaner base, and search impression share improved across priority campaigns. Critically, the growth is built on a structure AB Equipment can now read and steer, with tracking they own – not a black box.
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