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Whether you’re a manufacturer or a distributor, you know that reaching new heavy equipment customers can be challenging.

It’s a competitive industry, and most heavy equipment dealerships compete for the attention of the same local or regional clients.

This means that you need to make it as easy as possible for potential customers to find you online. There are many digital marketing strategies you can use to accomplish this goal, but one of the best ways to increase your brand visibility and attract qualified traffic to your site is pay-per-click (PPC) advertising.

Keep reading to learn why PPC is so useful to heavy equipment companies, as well as a few best practices to use in your campaigns. If you’d like to speak with a PPC specialist, you can reach us at 888-601-5359.

Why PPC matters for heavy equipment companies

Today’s consumers research everything they need on search engines like Google, and heavy equipment is no exception. They enter a few words that describe what they’re looking for, then scroll through the results until they find a site that matches their needs.

This means that in order to attract potential customers to your dealership, you need to show up in search engine results for keywords related to heavy equipment.

One of the best long-term strategies for accomplishing this is search engine optimization, or SEO. By optimizing your site for specific words and phrases, you can increase your chances of ranking well in search engine results for them.

That being said, SEO isn’t always enough. This is especially true for highly competitive keywords that many of your competitors are already targeting. And if your competitors are outranking you for valuable keywords that could be bringing qualified traffic to your site, PPC can help.

You can use platforms like Google Ads to place ads for your business in search results based on the specific words and phrases their users search.

These ads appear at the top of search results, and have a similar appearance to the rest of the results on the page.

This means that even if you aren’t ranking for a particular keyword yet, you can still reach users searching that keyword. Then, you can bring them to your site and convert them into a lead.


One of our Cat dealer clients, Cleveland Brothers, uses Google Ads to drive traffic to their equipment rental pages.

Search results for equipment rentals tend to be extremely competitive, and this allows them to reach customers who’ve expressed a clear interest in renting equipment.

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“Our website has experienced a significant increase in traffic since starting with Webfx. Our team is very impressed with the clicks we are experiencing with our Geo-Fencing campaigns and we look forward to seeing our monthly reports with the positive results.”

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Heavy equipment PPC best practices

There are many factors that go into creating successful PPC campaigns for your heavy equipment company. Platforms like Google Ads make it simple to create and launch ads, but in order to get the best results, you’ll need to spend some time planning and optimizing your ads.

Here are a few best practices to keep in mind as you create a PPC strategy for your dealership.

1. Choose your keywords carefully

One of the biggest mistakes in PPC advertising is not spending enough time researching keywords.

Although it can be tempting to launch your ads quickly and start driving traffic to your site as soon as possible, in-depth keyword research can have a major impact on the success of your campaigns.

Use tools like Google’s Keyword Planner to look into the search volume and competition of each of your potential keywords and identify the best choices for your campaigns. This will also give you insight into how much you can expect to pay for each click on any given ad.

Google Keyword Planner

You should also be sure to include negative keywords in your campaigns in order to avoid spending money on searchers who are unlikely to convert.

2. Optimize your landing pages

Attracting users to your site with PPC ads is only the first step in helping them become customers.

Once they get there, you need to convert them into a lead by getting them to fill out a contact form, quote request, or email signup.

This means that you should optimize all of your PPC landing pages for the most possible conversions. Conversion rate optimization (CRO) is often overlooked, but when it comes down to it, your PPC campaigns are only as effective as the pages they drive traffic to.

Spend some time testing and improving your landing pages, and you can increase the overall value of your campaigns.

3. Monitor and adjust your campaigns regularly

Many advertisers make the mistake of taking a “set-it-and-forget-it” approach to PPC.

But even if your campaigns are consistently driving revenue for your dealership, it’s important to monitor them on a regular basis. Look into which ads are driving the most results, which keywords are delivering the most cost-effective traffic, and which campaigns are generating the most conversions.

Use this information to improve your campaigns moving forward, and you’ll be able to maximize the ROI you see from PPC.

Does your heavy equipment company need help with Internet marketing?

If you don’t think your heavy equipment company’s marketing strategy isn’t as strong as it could be, feel free to contact us! Our dedicated team of Internet marketing professionals is more than happy to help you start using the web to grow your business today.

Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888-601-5359 or contact us online today for a free evaluation.

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Explore our heavy equipment case studies

Read our case studies for a more in-depth look at our results.

Cleveland Brothers


Increase in traffic

Wheeler Machinery Co.


Increase in time on site

PaulB Parts


Increase in conversions



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