+46% Leads for AH Plant Hire
What we did
AH Plant Hire partnered with us to improve lead volume and efficiency from paid search in a competitive, price-driven market. By refining targeting, improving conversion quality, and carefully controlling spend during seasonal fluctuations, we delivered consistent year-on-year gains – increasing leads by 46%, improving conversion rate by 12%, and reducing cost per conversion by 12%.
The Challenge
AH Plant Hire operates in a highly competitive local and national hire market, where:
- CPCs can fluctuate quickly due to competitor bidding
- Lead intent varies significantly across equipment types
- Seasonal demand requires careful budget control
- Some service lines consistently underperformed
The challenge was to grow lead volume without increasing waste, while maintaining strong visibility during peak periods and pulling back intelligently when demand softened.
Our Approach
We focused on improving traffic quality, strengthening high-performing campaigns, and reducing inefficiencies across the account.
- Strengthened high-performing campaigns
We prioritised DSA, and top-performing non-brand campaigns, which consistently delivered low CPAs. Budget and bids were pushed where efficiency held strong and pulled back quickly where performance dropped. - Smarter bidding and match type testing
We tested broader match types with CPA controls and prepared the account for greater use of automated bidding, allowing Google and Bing to scale conversion volume without sacrificing cost efficiency. - Improved targeting and reduced wasted spend
Regular search query reviews and negative keyword clean-ups removed low-intent traffic, improving conversion rate and lowering cost per conversion. - Gradual expansion into Microsoft AdsWe continued building out Microsoft Ads to capture additional demand at lower CPCs, providing a reliable secondary channel alongside Google.
- Seasonal budget management
Budgets were increased during high-intent periods and intentionally reduced around Christmas to maintain visibility without overspending, protecting overall efficiency.
