Introduction
Insights ABM partnered with a multi-market construction equipment dealer to launch a paid media program from the ground up. The dealership needed to generate qualified leads across sales, rentals, and service while competing in crowded regional markets.
Starting with no paid performance baseline, the objective was clear. Build demand quickly. Prove efficiency. Establish a repeatable lead engine that could scale across multiple metros.
This case study outlines how a focused, multi-channel strategy delivered strong performance well below industry benchmarks.
Challenges Faced
Before working with Insights ABM, the dealer faced several challenges:
- They had no centralized paid media strategy across markets.
- There was no reliable benchmark for cost per lead.
- Buyer groups were fragmented across roles and locations.
- Local competition was aggressive and well funded.
The business needed a way to drive consistent leads without wasting spend or relying on broad, low-quality targeting.
Insights ABM’s Tailored Approach
Insights ABM developed a full-funnel performance program designed to move from zero to efficiency as quickly as possible and an audience strategy focused on real buyers:
- Contractors
- Fleet managers
- Owner operators
- Procurement teams
- Service managers
Campaigns were structured by intent and location, not vanity reach. Each market was treated independently while feeding into a single optimization framework.
Our team continuously adjusted targeting, creative, and channel mix based on lead volume and cost per lead performance.
Delivering Results
Within the first phase of the program, the campaign delivered both scale and efficiency. Paid media channels worked together to support awareness, consideration, and conversion across markets. Each channel had a role to play and they all worked together:
- Google Search captured high-intent demand.
- Meta supported mid-funnel lead generation.
- Programmatic display delivered reach and frequency.
- Geofencing and location-based targeting increased relevance around job sites and competitor locations.
- Retargeting converted engaged users into leads.
Quantifiable Success
- Impressions and reach: 2.6 million impressions across targeted markets.
- Cost per lead: Insights ABM’s strategies led to a $41 cost per lead.
- Outperformed industry benchmarks: 73% lower CPL than the construction dealership industry average.
- Lead flow: Consistent lead flow across sales, rentals, and service inquiries.
- Scalability: Zero baseline transformed into a repeatable, scalable lead engine.
Impressive Outcomes
Beyond the numbers, the program proved that disciplined performance marketing can outperform larger competitors:
- Leads were driven by intent, not volume alone.
- Spend was allocated where it performed, not evenly distributed.
- Each market showed measurable improvement without inflating costs.
The campaign established a foundation the dealer could build on long term.
Conclusion
Through a focused, data-driven approach, Insights ABM helped a construction equipment dealer move from no paid media presence to strong, efficient lead generation across multiple markets.
By combining audience precision, location strategy, and continuous optimization, the program delivered results well below industry CPL benchmarks while maintaining scale.
This case study highlights how performance marketing, when executed correctly, can drive meaningful growth even in highly competitive local markets.
Note: The construction equipment dealer’s name has been withheld for confidentiality purposes.
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