More Qualified Leads, Lower Cost: Construction Paid Media
How 20North rebuilt a construction equipment manufacturer's paid search around high-intent buyers, growing leads 108% in the first six months while cutting cost per lead.
Client
Construction Equipment Manufacturer
Services
Paid Advertising
Industry
Construction, Equipment Manufacturing
Platforms
Google Ads, Google (GA4)
More Leads (First 6 Months)
+108%
Cost Per Lead (Paid)
-16%
Project Overview
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
Project Execution
20North audited the account, rebuilt keyword targeting around the equipment buyers actually search for, and built dedicated landing pages to turn that traffic into calls and emails.
Paid Media (Google Ads)
- Improved keyword targeting around high-intent equipment searches by machine type and application
- Expanded negative keyword lists to cut off-topic, DIY, and job-seeker traffic
- Built dedicated landing pages tied to campaign intent instead of pointing ads at generic product pages
- Structured campaigns so budget maps to the equipment lines with the strongest demand
- Held a weekly optimization cadence, testing ad copy, keywords, and bidding over time
Measurement and Transparency
- Validated conversion tracking through GA4 and platform pixels so leads tie back to calls and email inquiries
- Measured lead quality so spend could shift toward the sources producing real buyers
- Documented every change and the reasoning behind it in a shared project tracker
- Reported on a regular cadence with a dashboard the client owns and can check anytime
The result was a leaner account pointed at the buyers most likely to convert, with landing pages built to capture them and budget moving toward whatever produced the strongest lead volume at the lowest cost.
Project Results
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.
