A construction equipment manufacturer came to 20North to grow qualified leads from paid search and do it efficiently. The company builds equipment for masonry, hardscape, and related trades, so the paid program had to reach professional buyers researching specific machines and keep cost per lead under control while doing it.

The opportunity was to spend less on traffic that never converts and put that budget behind the contractors and crews actively searching for the equipment the company builds.

Key opportunities included:

• Capturing high-intent searches from buyers looking for specific equipment types
• Cutting wasted spend on low-intent, off-topic, and junk clicks
• Sending paid traffic to pages built to convert rather than generic product listings
• Tightening conversion tracking so reporting reflects leads, not just clicks
• Measuring lead quality so budget follows the inquiries most likely to close

In the first six months of partnership, the manufacturer was generating more than twice the leads at a lower cost per lead:

• Leads up 108%, driven by calls and email inquiries
• Cost per lead down 16%

The gains came from sharper keyword targeting, purpose-built landing pages, and steady optimization rather than a bigger media budget.

Why It Works for Construction

For construction equipment, the buying cycle runs on conversations, not quick clicks. Buyers call and email with questions before they commit to a machine. This program pointed spend at the searches those buyers use, gave them landing pages built to answer and convert, and measured lead quality so the budget kept following the inquiries most likely to turn into sales.

National Capital Industries, a safety equipment supplier located in the DMV area, hired 20North to create a new website for them and continue building their online presence with SEO. At the time they were facing:

• Little to no organic presence 
• An outdated website and user experience 
• Lack of digital brand awareness

In just 6 months, 20North was able to increase:

• Keyword rankings on Google by 54%
• Total impressions by 86%
• Organic sessions by 79%