Heavy Equipment Google Ads Case Study
How We Cut 78% of Their Traffic and Doubled Sales Calls in 90 Days
A multi-location heavy equipment & tractor dealer traded window shoppers for buyers by enforcing a zero-tolerance policy for waste.
Phone calls are the metric that mattersZero budget for ambiguity
The vanity metric trap
2.4 million impressions, but the phone wasn't ringing
The budget was dumping into broad "North/South" campaigns that captured eyeballs, not buyers. Only 0.63% of traffic took action, and most leads were low-intent form fills.
Visibility
2.4M
impressions
Conversion reality
0.63%
taking action
Cost
$22.75
per lead
The Impression Detox Protocol
How We Engineered a 7x Conversion Lift.
We didn't just tweak bids. We executed capital reallocation with a strict rule: zero budget for ambiguity.
Segregation of Intent
Separate Brand keywords from Prospecting keywords so your data stops lying about true acquisition costs.
The "Waste" Purge
Cut broad match campaigns that buy eyeballs instead of buyers. Zero budget for ambiguity.
High-Intent Funding
Reinvest into "Dealer Intent" keywords. People searching to buy equipment now.
The paradox
Traffic crashed. Sales calls doubled.
By deleting waste, impressions fell 78%, and the pipeline exploded.
Before & After: The Impact of the Impression Detox.
Visual breakdown of key metrics before and after implementing the Impression Detox Protocol
Before DetoxDrag to compareAfter Impression Detox
Before Detox
Cost Per Acquisition$22.75
Conversion Rate0.63%
Phone Calls867
Efficiency Gain—
After Impression Detox
Cost Per Acquisition$16.50
Conversion Rate4.57%
Phone Calls1,874
Efficiency Gain7x
Slide left and right to see the transformation
Loading chart...
Loading chart...
Loading chart...
Loading chart...