An Australian business that rents heavy equipment and trucks to companies across several states.
Paid search cost too much and brought in too few leads
New contacts were managed through email, with no real system for who came from where. Google Ads brought in 15 to 21 leads a month, and each one cost about $1,180. Paid search made up about 10% of all leads, so the sales team relied on other channels to fill the pipeline.
Rebuilt the ads, then joined them up with sales
Rebuilt Google Ads
New structure built around what they rent and who rents it.
Fixed lead status in HubSpot
One set of statuses, a clear split between deals and tasks, and every lead marked with where it came from, so nothing slipped through. We kept refining the process to suit one SDR managing everything.
Tracked outside sources
Tracking URLs linked to HubSpot campaigns, so the client can see every lead an external source sends them.
Woke up old contacts
They had never had nurture emails, so we built their first: re-engagement sequences to about 2,500 cold and uncontactable contacts. In the first two weeks, 7 came back (4 through a form, 3 booking a meeting) and one became an open deal.
Wrote it down
An SOP and data dictionary, so the setup stays clean.
Before and after
Before
- 15 to 21 paid leads a month
- $1,180 a lead
- Paid search 1 in 10 leads
- Lead status used differently by each person
After
- 120+ paid leads a month
- $276 a lead, each one tied back to its deal
- Paid search more than 1 in 4 leads
- A consistent way of managing and categorizing leads
More leads, and the right ones
Paid leads went from 15 to 21 a month to more than 120, and the cost of each one dropped by more than three quarters. The budget stayed the same for the first six months; once the results proved it was working, they had the confidence to spend more. 95% of those leads become sales qualified or better. Paid search played a part in $7.9M of won deals, with another $16.4M open in the pipeline. Because every lead is tied back to its deal, spend decisions are made with confidence: this financial year alone, $4.03M has been won and $13.26M is open in the pipeline. Their first-ever nurture emails brought 7 cold contacts back in two weeks: 4 sent a form, 3 booked a meeting, and one became an open deal.
"Before this, we were managing new contacts through emails and trying to keep on top of who came from where... Since Alyssa and her team took on Google Ads management too, Google Ads is pulling in more leads now and better quality too. HubSpot actually makes sense for us now."
A. ThaggardInside Sales RepWhy it matters
Sales time goes on people who are ready to buy, and every ad dollar is traced to won deals, so spend decisions are made on revenue, not clicks.
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