Industry: Construction > Equipment Sales & Rentals
Business Type: Local Business (1 location in Carson, CA)
Ellis Equipment, Inc. is a top construction equipment supplier based in Carson, California. They offer a wide range of high-quality construction equipment for both rental and purchase, specializing in safety barrier solutions such as K-Rail, as well as augers, breakers, buckets, compactors, lighting, and rock screens. As a trusted provider in the industry, Ellis Equipment prioritizes a seamless rental and purchasing experience for its customers.
The Challenge
Before partnering with Fivespot Marketing, Ellis Equipment Inc. faced several digital marketing challenges.
❌ Inefficient Google Ads Management – Their in-house team managed Google Ads but struggled with high costs per click and low-quality leads. Without a refined keyword and bidding strategy, they were unable to maximize their advertising budget effectively.
❌ No Organic SEO Strategy – Ellis relied entirely on paid search, leaving them vulnerable to fluctuations in ad costs and competition from other K-Rail and construction equipment suppliers.
❌ Limited Search Visibility – Despite offering a diverse range of construction equipment, they were nearly invisible in organic search results. Competitors investing in SEO dominated the search landscape, causing Ellis to miss out on valuable high-intent traffic.
❌ Suboptimal Website & Local Targeting – Their Squarespace-built website lacked SEO-friendly optimization, preventing them from ranking for key local searches. Additionally, their Google Business Profile and other local listings were not optimized for their primary service areas.
Our Solution
To address these challenges, Fivespot Marketing implemented a multi-pronged strategy focusing on both paid advertising and long-term organic search dominance.
1️⃣ Google Ads Overhaul
- Complete Campaign Restructure – We overhauled their Google Ads account, refining keyword targeting with exact match, phrase match, and broad match modifiers to attract only high-intent leads.
- Negative Keyword Optimization – Built a negative keyword list to eliminate irrelevant clicks, reducing wasted ad spend.
- Strategic Bid Adjustments – Created an advanced bidding strategy to prioritize high-value searches, ensuring Ellis maintained a top position for critical terms without unnecessary spending.
- Conversion Rate Optimization – Optimized ad creatives and landing pages for better conversion rates, leading to a significant drop in cost per acquisition.
2️⃣ SEO & Local Search Domination
- 75+ Location-Based SEO Pages – We developed SEO-focused landing pages targeting major cities across Southern and Northern California to attract high-intent search traffic.
- Expanded SEO Reach – Given Ellis’ inventory presence in Northern California, we extended SEO efforts to San Luis Obispo, San Francisco, and Sacramento, tapping into new markets.
- On-Page & Technical SEO – Implemented schema markup, structured data, and metadata enhancements to boost organic search performance.
- Google Business Profile Optimization – Restructured their Google Business Profile to improve local search visibility and drive more calls and in-store visits.
3️⃣ Strategic Expansion Post-Relocation
- Complete Local SEO Overhaul – When Ellis moved from Signal Hill to Carson, CA, we executed a full-scale local SEO transition to ensure they retained search rankings in their new market.
- Google Business Profile Revamp – Updated and expanded location targeting to optimize their presence in key cities within a 30-mile radius of Carson.
The Results
149% Increase in Website Traffic
Ellis Equipment’s total website visitors surged, with a 47% increase in sessions and a 41% rise in engaged sessions over the past year.
248% Growth in Google Search Console Clicks
Impressions skyrocketed by 167%, significantly improving their search visibility.
Top 10 Rankings for 122 Keywords
Ellis secured first-page rankings across all tracked keywords, dominating local searches for K-Rail barriers and construction equipment rentals.
Google Ads Performance: 3-4 Daily Conversions
Achieved a 50% reduction in cost per acquisition, making their paid search campaigns more cost-effective.
Market Expansion Success
Established a strong organic presence not just in Southern California, but also in Northern California, attracting new customer bases and increasing inquiries for rentals and purchases.
Google Business Profile Optimization
Ellis now ranks in the top local search (map pack) results for K-Rail and construction equipment rental-related queries, significantly boosting in-store visits and call volume.
Conclusion
Ellis Equipment Inc. transformed its digital marketing approach by shifting from an ad-dependent model to a holistic SEO and PPC strategy. With smarter ad spend, a dominating SEO presence, and a well-optimized local strategy, Ellis is now positioned as the leading construction equipment rental provider in their market.
➡ Looking for similar results for your business? Let Fivespot Marketing build a customized strategy that delivers measurable growth. Get in touch today!