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A Scalable PPC Strategy That Dug Deep and Delivered
The Results
29%
Drop in cost-per-lead
35%
Increase in new leads
40%
Increase in new users
46%
Increase in average equipment sale value
The Client
Bobcat of Houston is a full-service Bobcat equipment dealer with 9 locations across southeast Texas. They sell and rent compact construction equipment (excavators, track loaders, skid steers, telehandlers, tractors, utility vehicles) to contractors, landscapers, ranchers, and municipal buyers.
With machines selling for $30K–$70K, lead quality matters as much as volume.
The Challenge
Bobcat of Houston came to us with a clear goal: more high-quality local leads for equipment sales and rentals, with a campaign structure that could scale as they expanded into new regions without turning into a tangled mess of siloed campaigns.
They were operating in a high-CPC market where wasted spend adds up fast, and with equipment at this price point, every junk lead costs the sales team time they don’t have.
What they needed:
- High-quality leads for both sales and rentals
- Cost-per-lead that stayed low even as they grew
- A campaign structure that could expand into new markets without starting from scratch
- Results they could tie back to actual equipmen
Our Approach
Campaign Structure: Equipment First,
Location Second
Most agencies would have built individual campaigns for each of the 9 locations. That’s the obvious move, but it creates a maintenance nightmare and fragments your data. We took a different approach.
We structured campaigns around equipment types instead, with landing pages that included store locators to help users find their nearest location. This matched how buyers actually shop: they search for the equipment first, then figure out where to get it.
What they needed:
- Simplified campaign management across all 9 stores
- Better user experience that aligned with real shopping behavior
- Flexibility to break out any location into its own campaign if CPLs spiked (they didn’t need to)
- A template we could clone when new regions came online
Leads generated across all platforms:
We also launched two new regional accounts (Bobcat of the Rockies and Bobcat of North Texas)
within 30 days each using the scalable framework we built for Houston.
Fixing Early Lead Quality Issues
Initial PMax tests brought in a spike of low-quality form fills, which is a common problem when you let automation run unchecked. We revised ad copy to be more qualification-driven (“Get Pre-Approved for Financing,” “Buy Bobcat Equipment Near You”) and added custom conversion filters. Lead quality improved immediately.
Seasonal and Promotional Creative
Construction equipment has its own buying rhythms, so we used 0% financing offers, limited inventory alerts, and region-specific promos to drive urgency throughout the year. Tight collaboration with the Bobcat team ensured our ads always matched current inventory and active promotions, which sounds basic but requires more coordination than most agencies are willing to put in.
35%
Increase in new leads
Scaling Into New Markets
When Bobcat was ready to expand into the Rockies and North Texas, the framework we’d built made it straightforward. We developed an internal “PMax playbook” and checklist for campaign cloning that kept structure tight, avoided duplication, and maintained efficiency across accounts.
Both regional accounts launched within 30 days, and performance stayed strong from the start because we weren’t rebuilding everything from scratch for each new market.
SearchLab has been a fantastic partner… responsive, strategic, and focused. They’ve taken our goals seriously and turned our needs into real, measurable results.”
Sean Buchanan
Berry Companies/Bobcat of Houston
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