Zeppelin is the exclusive distributor of Caterpillar construction and earthmoving machines in Slovakia. In addition to sales, they also focus on renting construction equipment and small machinery. Their target audience includes both B2B and B2C customers, and they operate 7 branches across Slovakia.

Services
PPC

Client
Zeppelin.sk

Team
PPC Specialist – Matej Gavenčiak

Main Challenges


  • Manual bidding in campaigns

  • Poor Search campaign structure

  • Keywords limited to phrase and exact match

  • Conversions tracked in Google Ads from Universal Analytics

  • No Display campaigns


Our Goals

KEY OBJECTIVES

Increase leads in the construction equipment rental segment by 20% year-over-year.

Boost conversions by 20–30% across the three booking steps:

  • Request a quote
  • Select a date
  • Submit request

Results (YoY)

WHAT WE’VE ACHIEVED

Quote requests

+539 %

Date selections

+256 %

Submitted offers

+334 %

How We Achieved This

The key to success was a well-defined strategy and its implementation. Three areas contributed to the dramatic increase in bookings and conversions:

  • Google Ads
  • Meta Ads
  • Automation

Google Ads

  • Conversions: Set up directly in Google Ads (Web).
  • Campaign structure: Adjusted based on branches, with localized targeting.
  • Bidding strategy: Maximize Conversions.
  • Keywords: Prioritized broad match.
  • Budget allocation: Based on search volume in each location. Overall budget remained the same as in the previous period.
  • Search campaign support: Introduced Display campaigns highlighting promotions and individual machines using custom audiences (search terms). Display budget increased by 55% YoY.

Meta Ads

  • Campaign objective: Lead generation.
  • Creative assets: Same visuals as Google Ads, promoting equipment rental.
  • Lead collection process: Leads captured through forms and automatically forwarded to Zeppelin via Zapier.

Automation with Zapier

  • Integration: Connected Meta Ads account with the client’s email via Zapier. Leads were distributed to sales reps based on location.
  • Immediate response: As soon as a form was submitted, the lead details were sent instantly to sales reps, allowing them to contact prospects without delay.

Key Success Factors

  • Optimized campaign structure: Local targeting and broad match keywords increased relevance and reach.
  • Automation: Zapier integration ensured faster and more efficient lead processing.
  • Integrated approach: Combining Google Ads and Meta Ads maximized reach across multiple segments.
  • Increased Display budget: Delivered broader coverage and better visibility of promotions and products.

Next Steps

  • Further automation: Expand automation to more stages of the marketing and sales cycle.
  • Continuous monitoring and optimization: Use data insights for ongoing improvements.
  • Campaign expansion: Explore additional PPC platforms and ad formats to increase reach.