AleksGrupp

Search advertising

• Creating ads for the main equipment categories: mobile crane hire, tipper hire and asphalt paver hire. We also launched a campaign for general searches such as specialist equipment hire, construction equipment hire and equipment with an operator.

This reached both specific equipment searches and a broader audience researching contractors for construction and earthworks.

• Including location-based searches and specific query variations, focusing on Moscow and the Moscow Region, with searches such as mobile crane hire Moscow, ordering a tipper in the Moscow Region and asphalt paver hire with delivery. We excluded duplicate queries to prevent competition between ad groups.

Advertising on Yandex partner websites:

• Creating banner ads, aimed at people who might need equipment hire but had not yet searched for it directly. The ads showed equipment at work and clear offers such as discounted hire, available today and equipment with an operator.

This expanded reach and attracted people who might need the services but had not yet entered a specific search query.

The campaigns generated enquiries in their first week. We progressively refined keywords, negative keywords and budgets to prioritise the strongest-converting groups. Clear segmentation by equipment category and audience gave the client a steady flow of leads and a return on advertising spend.