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A Need for Audience Definition

Summit Handling provides high-quality new, used, and rental forklifts, related equipment, and maintenance, generally for use in warehouse and larger storage operations. Each of their five locations serves its own territory throughout the Northeast. While the territories were well-defined, Summit’s customer base wasn’t, making it tough to generate qualified leads. 
Rebel’s job was to effectively target and uncover qualified leads, leading to more traffic and, ultimately, conversions.

Characteristics of a Quality Lead

Rebel implemented a two-phase paid media plan. The first phase was geared to gaining audience insights and the second to determining the lines that sold best. 
In phase one, we implemented location-based campaigns for each line, which resulted in the generation of a high volume of  leads. This gave us the insight needed to narrow down the characteristics of a quality lead. 

Sharpening Our Focus

In phase two, using the insights gained from phase one, we narrowed down our keywords and developed a new set of campaigns — strategically tailored to lines — that helped determine which lines were generating the most leads for each location, and sharpen our targeting efforts. 

The Payoff

Within eight months of our paid media program implementation, Summit experienced:

A 32% increase in sessions 
A 40% increase in users 
A 29% increase in “Request a Quote” web conversions 
A 41% increase in “Contact Us” web conversions 
A 65% increase in total web conversions
A 7% increase in total leads
A 22% increase in qualified leads