Project Overview

A crane‑services company wanted to boost lead flow while expanding brand awareness in key metro markets. I designed and ran multi‑channel paid‑media campaigns for Google Ads and LinkedIn. Over 12 months the campaigns smashed B2B benchmarks, multiplied conversions, and cut media costs.

Category

Material Handling

Role

Digital Marketing Lead

Services

PPC

Timeline

12 Months

Objectives

  • Launch and scale paid campaigns in two key metro regions (TX & MI)
  • Reach senior decision makers within B2B companies
  • Increase brand awareness and quality leads
  • Provide recruitment‑focused visibility through LinkedIn & Meta

Tools Utilized

  • Google Ads (Search)
  • Google Analytics 4 (GA4)
  • Google Looker Studio
  • Google Tag Manager (GTM)
  • LinkedIn Campaign Manager
  • Meta Ads Manager

Results Snapshot

  • +68% YoY increase in clicks
  • +339% YoY increase in total conversions
  • +160% YoY increase in conv. rate

My Role & Responsibilities

As Digital Marketing Lead I owned strategy and day‑to‑day execution for every channel:

  • Built the original Houston search campaign, then cloned & localized it for Detroit
  • Structured ad groups around Services, Maintenance, and Parts & Repairs to match intent
  • Wrote ad copy, uploaded creative, configured conversion tracking, and paced budgets daily
  • Rolled out LinkedIn & Meta recruitment ads targeting skilled trades and plant managers
  • Produced monthly Looker Studio reports and presented insights to client stakeholders

The Results

  • CTR improved from 4% to 14%, proving tighter keyword‑ad alignment
  • By tightening geo‑ and keyword targeting, we reduced impressions 40% yet boosted clicks 68% YoY—delivering more engaged traffic with less wasted spend.

  • Paid search campaigns achieved a ~13% CTR—180% higher YoY and far above the B2B industry benchmark (2.4%)

  • +339% YoY increase in total conversions for Google Ads with a +160% increase in conv. rate (10%)

  • Paid social delivered 100+ qualified job‑interest actions at < $0.20 CPC

What I Learned

Segmenting campaigns by metro area and service line lets you dial‑in bids, messaging, and landing‑page experience far faster than a single national campaign. Layering call‑only ads for urgent repair search terms and keeping a rolling negative‑keyword audit were the biggest drivers of CPC‑and‑cost‑per‑lead reductions. Finally, pairing Google Ads with LinkedIn recruitment ads proved PPC can simultaneously serve sales and hiring goals when tracking and creative are planned together.

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