Regional Equipment Dealer Case Study

Prior to working with Insights ABM, the dealer lacked a unified paid media strategy.

• There was no historical CPL benchmark.
• Markets were fragmented across metros.
• Buyer roles varied widely by use case.
• Local competition was active and aggressive.

The business needed a scalable approach that could drive real inquiries without inflating costs.

Insights ABM’s Tailored Approach

Insights ABM designed a focused, multi-channel program built to move from zero to strong performance quickly.

Target audiences included high-intent buyer roles across sales, rentals, and service:

• Contractors
• Fleet managers
• Owner operators
• Procurement teams
• Service managers

Campaigns were structured by market and intent, allowing performance to be measured and optimized independently across regions.

Delivering Results

Insights ABM executed an integrated paid media strategy centered on efficiency and relevance, with each channel playing a different role in driving leads and sales:

• Google search captured active demand.
• Meta supported awareness and mid-funnel lead generation.
• Geofencing and location-based targeting increased relevance around job sites, competitor locations, and service areas.

Ongoing optimization focused on cost per lead and lead quality rather than impression volume alone.

Quantifiable Success

The success of the collaboration between Insights ABM and the construction equipment dealer was measurable and performance driven. Key performance indicators were tracked to evaluate campaign effectiveness:

• Impressions and reach: 1.9 million impressions across targeted markets.
• Cost per lead: $73 cost per lead achieved through optimized paid media execution.
• Benchmark performance: CPL 39% below the construction dealership industry average.
• Lead flow: Steady volume across form fills, phone calls, quote requests, and dealer visit bookings.
• Scalability: Zero baseline transformed into a repeatable, scalable lead generation engine.

Impressive Outcomes

The campaign demonstrated that disciplined targeting and channel selection can drive efficient results without excessive spend, including:

• Markets ramped quickly without sacrificing CPL.
• Leads were driven by intent, not broad exposure.
• Performance held steady as scale increased.

The program established a clear path for continued optimization and expansion.

Conclusion

Insights ABM helped a construction equipment dealer move from no paid media presence to efficient, scalable lead generation across a multi-metro, statewide footprint.

By focusing on buyer intent, location relevance, and continuous optimization, the campaign delivered strong performance while remaining cost efficient versus industry benchmarks.

This case study reinforces how a well-structured performance marketing program can produce measurable results even in competitive regional markets.

Client name has been withheld for confidentiality purposes.