Client Overview:

Palmetto State Rentals (PSR) is a heavy equipment rental company serving Lexington, South Carolina, specializing in forestry mulching, land clearing, and a variety of equipment rentals. PSR partnered with Hawley Digital to enhance their online presence, improve lead generation, and streamline customer relationship management (CRM).

The Challenge:

PSR needed a comprehensive digital strategy to increase both paid and organic traffic, convert more leads, and improve the efficiency of their advertising and lead management efforts. In a competitive market, they required a tailored approach to attract high-quality prospects and grow their business.

Our Approach:

1. Facebook Ads:

Significant Reach & Engagement Growth: Our optimized Facebook campaigns resulted in a click-through rate (CTR) of nearly 8%. One high-performing campaign, focused on seasonal equipment, delivered over 10% CTR with a cost-per-click (CPC) reduction of over 50%.
Targeted Campaigns: By refining audience targeting and aligning ads with key product offerings, the campaigns achieved higher engagement while maintaining cost efficiency.

2. Google Ads:

Conversion Growth: PSR saw a 148% increase in conversions, driven by strategic keyword targeting and refined ad copy for their core equipment rentals. The overall click-through rate (CTR) increased by 28%, while the cost-per-click (CPC) dropped by 24%, improving the campaign’s overall efficiency.
Optimized Performance: With a focus on highly relevant keywords, we were able to maximize the return on ad spend while driving higher engagement from potential customers.

3. Google Business Profile Optimization:

Increased Local Visibility: PSR’s Google Business Profile saw a 42% growth in impressions and a 49% increase in interactions. This included a 156% rise in phone calls and a 35% boost in website clicks from local searchers, further driving qualified leads to their business.
Mobile Optimization: With mobile searches accounting for the majority of interactions, ensuring mobile optimization played a critical role in capturing local leads.

4. CRM Integration:

Lead Opportunities Soar: Implementing a CRM system transformed how PSR managed their sales pipeline, helping PSR convert more leads into paying customers.
Improved Sales Efficiency: With better lead tracking and follow-up, PSR was able to prioritize high-value leads, significantly improving their overall sales performance.

5. SEO and Organic Traffic Growth:

Organic Traffic Boost: PSR experienced a 50% increase in website sessions and a 44% rise in page views, as a result of our SEO efforts. Pages related to high-demand equipment saw the largest gains, helping attract more qualified traffic.
Higher Search Rankings: Focused keyword strategies resulted in improved search rankings making it easier for potential customers to find PSR’s services online.

The Results:

Through Hawley Digital’s strategic approach, PSR achieved:

148% growth in conversions across paid and organic campaigns.
Significant increase in lead opportunities, with a significant rise in won deals.
Higher engagement and lower costs in advertising, with optimized ad spend and improved efficiency.

Hawley Digital’s comprehensive approach to SEO, paid advertising, and CRM integration led to exceptional growth for Palmetto State Rentals. By optimizing each stage of the customer journey, PSR saw significant increases in lead generation, conversions, and overall business growth, positioning them for continued success in the competitive equipment rental market.

Heavy Growth: Driving Conversions for Palmetto State Rentals