Construction equipment rental — CasablancaConstruction equipment rental in Casablanca, quote requests +180%.
Renting machinery, scaffolding and aerial platforms: a B2B market where the decision is made over the phone. Webotic captured demand on Google Ads and turned every search into a quote.
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads
- Google Ads Call Tracking
- Landing pages
- GA4
- Google Tag Manager
- Looker Studio
The challenge · capturing scattered B2B demand
Construction equipment rental in Casablanca is a market where decisions happen fast: a site manager needs a machine, scaffolding or an aerial platform, searches "aerial platform rental Casablanca" and calls the first available supplier. Our client captured this demand poorly: little visibility on transactional searches, a generic website that didn't answer equipment by equipment, and quotes scattered between untracked calls and forms. There was no way to know which search generated which call, or which equipment drove revenue. The result: budgets committed blindly and market share left to competitors better positioned on Google. The challenge was twofold: be present at the exact moment of the search, and turn every click into a measurable quote request.
- Transactional demand poorly captured on Google.
- Generic site, no answer by equipment type.
- Untracked calls, scattered quotes.
- Budgets committed without measuring performance.
The approach · a landing per equipment and call tracking
Webotic structured B2B Google Ads Search campaigns by intent: one group for machinery rental, one for scaffolding, one for aerial platforms, each aligned with the real searches of the Casablanca market. Each equipment type has a dedicated landing page, with specifications, service area and a fast quote form above the fold. Call tracking was deployed to attribute every call to its source search and measure the true volume of requests, calls included. Negative keywords excluded purchase or consumer searches, focusing the budget on qualified B2B. A Looker Studio report consolidated clicks, calls and forms to steer bids on real cost per request rather than on the click.
- B2B Search campaigns by equipment type.
- Dedicated landing per equipment + fast quote.
- Call tracking to attribute calls.
- Negatives and consolidated reporting to steer CPL.
The results · more quotes, cheaper
In five months, the setup transformed how the rental company captures demand. Quote requests grew by 180%, driven by landing pages that answer equipment by equipment and a fast quote accessible on arrival. With call tracking revealing the most profitable searches and equipment, the budget was concentrated where it converts: B2B CPL fell by 39% versus the starting point. Above all, request quality followed: roughly one quote request in three turned into an actual rental, a sign that captured traffic matches real intent. The company now has a measurable acquisition channel, where every dirham invested is tied to a search, a call and a rental. (Figures to replace with final values.)
- Quote requests +180% in 5 months.
- B2B CPL −39% by concentrating budget.
- 1 quote in 3 converted into a rental.
- Measurable acquisition, from click to rental.
Before, we didn't know where our calls came from. Now we know what equipment the market is searching for, how much a request costs and which one turns into a rental. We finally steer our acquisition on numbers.
FREQUENTLY ASKED QUESTIONS
- Why a dedicated landing per equipment type?
- Because a site manager searching for an aerial platform doesn't want to browse a generic catalog: they want the specifications, availability in Casablanca and a fast quote. A landing per equipment increases relevance, improves the Quality Score on Google Ads and lowers cost per request.
- What is call tracking for in construction rental?
- In this sector, a large share of requests come by phone. Without call tracking, those calls stay invisible and the budget is steered blindly. By attributing every call to its source search, we measure the true volume of requests and focus bids on the keywords that actually generate rentals.
- How could the B2B CPL drop by 39%?
- By making every request measurable, calls included, then reallocating the budget toward the most profitable equipment and searches. Negative keywords excluded purchase or consumer searches, and bids were steered on real cost per request rather than on the click.
- Is this setup suitable for a regional rental company?
- Yes. Google Ads geo-targeting concentrates delivery on the real service area, here Casablanca and its surroundings. The per-equipment approach and call tracking work with any catalog, provided there is transactional demand on equipment searches.