Jag Rent is an equipment-hire business in Western Sydney, hiring out trailers, earthmoving and access equipment, concrete and power tools, cleaning gear and garden machines. Ad groups for single machines, each sending people to that machine's page. Ad groups for equipment categories, projects, trades and nearby Western Sydney areas, each sending people to the matching range page.
The business
Jag Rent is an equipment-hire business in Western Sydney. Its range covers trailers, earthmoving gear such as mini excavators, skid steers and site dumpers, access equipment such as scissor lifts and scaffold towers, concrete and power tools, cleaning gear and garden machines. Customers can pick up the same day from its yard or have gear delivered locally.
The search problem
People hiring equipment search in many ways: by the machine and sometimes the model, by the category, by the job they are doing, by their trade or by their area. A general equipment-hire ad matches none of those closely, and sending everyone to the home page makes them search the range all over again.
What we built
The campaign was built around those search types. Ad groups for single machines send people to that machine's page, and ad groups for categories send them to the range page. Other ad groups cover projects such as a deck build, a bathroom renovation or a retaining wall, trades such as landscapers, plumbers and builders, and nearby areas such as Campbelltown, Liverpool and Blacktown.
Each ad group points at one page, so a search for a tipper truck and a search for a pressure washer each land on the gear they asked about.
What happened
The second half of the campaign drew a 16% higher click-through rate than the first. The ads were shown less often in the second half but clicked at a higher rate, and the rate rose in every week the ads ran. Across the campaign, trailer ads drew 26% of all clicks, and 77% of clicks came from phones.
Trailers bring the clicks
Car, box and plant trailers drew 26% of all clicks from a fifth of impressions, and their ads were clicked at 1.3 times the account's average rate. Trailers are an everyday hire, and they make a natural front door to the rest of the range.
Name the machine
Ads for one named machine were clicked 13% more often than ads for a whole category. People searching for hire often know the machine they want, and an ad that names it, leading to its own page, meets them there.
Build for the phone
77% of clicks came from phones, and desktop computers were clicked at a lower rate. The pages the ads lead to need the key details and the way to book near the top of a small screen.
How we measured it
All figures here are Google Ads ratios. Click-through rate is clicks divided by impressions, and the halves compare the first 11 days the ads ran with the last 11, leaving out the day in the middle. Equipment families were set by the machines each ad group advertised.
For a hire business planning the same kind of campaign, see our Google Ads management and how we build search campaigns.
