Industrial Spot Heater & Coolers Rentals
How Data Analysis and Seasonality-Based Strategies Boosted Conversions by 73% and ROAS by Over 200% in 8 Months
Overview
An industrial equipment rental company specializing in spot heaters and coolers partnered with us to optimize its digital marketing strategy. Leveraging Google Ads, geo-targeting, SEO, and Looker Studio dashboards, we aligned ad spend with seasonal demand, high-intent audiences, and real-time performance insights to maximize lead quality and reduce idle inventory.
Results: 13 Months of Sustained Growth
| Metric | Pre-Optimization (Aug–Oct 2024) | Post-Optimization (Nov 2024–Mar 2025) | Improvement |
| Average ROAS | 6.3% | 11.5% | +83% |
| Cost per Conversion | $15.20 | $9.80 | -36% |
| High-Quality Leads | 42% of total leads | 68% of total leads | +62% |
| Peak Monthly ROAS | 8.67% (Aug 2024) | 18.65% (Mar 2025) | +115% |
Key Highlights
- Seasonal Budgeting: Winter heater campaigns drove a 120% ROAS increase (Dec 2024 vs. Oct 2024).
- Geo-Targeting Efficiency: Localized ads reduced cost per conversion by 22% in target regions.
- Call Ads Dominance: Google Call Ads contributed 55% of high-intent leads during business hours.
- SEO Impact: Location pages ranked #1–3 for 15+ high-intent keywords, increasing organic conversions by 40%.
The Challenge
- Seasonal Volatility: Ad spend inefficiencies during off-peak months (e.g., low heater demand in early fall).
- Low ROAS: Inconsistent returns (5.58% in October 2024) due to broad targeting and underperforming keywords.
- Lead Quality Gaps: High volume of non-converting calls/form submissions from irrelevant regions.
Goal
- Maximize Conversions: Increase total leads (phone calls and form submissions) while maintaining cost efficiency.
- Boost ROAS: Improve return on ad spend by refining campaign targeting and eliminating wasted spend.
- Enhance Visibility: Dominate local search results through Google Ads, GMB, and SEO strategies.
Approach
Historical Data & Seasonality Analysis:
- Identified peak heater demand months (December–February) and allocated 35% higher budgets during these periods.
- Reduced spend by 25% in September–November, redirecting funds to high-performing campaigns.
Lead Tracking & Audience Segmentation:
- Used call/form tracking software to filter out low-quality leads (e.g., non-commercial users) and focus on businesses in industrial zones.
- Created customer profiles (e.g., construction firms, hospitals, warehouses, industrial & manufacturing facilities, and event planners) for Google Ads’ segmented targeting.
Geo-Targeting & Local SEO:
- Built location-specific landing pages with schema markup for three branches, improving Google My Business (GMB) rankings.
- Optimized blogs for keywords like “emergency heater rentals [City]” to capture urgent demand.
Campaign Adjustments:
- Shifted 40% of budgets to Google Call Ads during high-intent hours (8 AM–5 PM weekdays).
- Paused underperforming keywords (e.g., “portable fans”) and prioritized “industrial cooling solutions.”
The Solution
- Dynamic Budget Allocation: Adjusted bids weekly using Looker Studio insights on keyword rankings, GMB interactions, and call quality.
- Geo-Targeted Ads: Ran hyperlocal campaigns within a 50-mile radius of branches, increasing lead relevance.
- SEO & Content Strategy: Published 12 demand-driven blogs (e.g., How to Choose the Right Spot Heater for Winter Construction” and “Portable Coolers: A Must-Have for Summer Events”), driving a 28% increase in organic traffic.
- Remarketing: Retargeted website visitors with tailored ads (e.g., “24/7 Heater Rentals – Same-Day Delivery”)
- Real-Time Dashboard Monitoring:
- Used Looker Studio dashboards to track Google Ads performance, GMB insights, and SEO metrics in real-time.
- Adjusted campaigns weekly based on data trends, such as reallocating budgets when ROAS spiked in February and March.
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