Located just outside a top 5 metro area with aggressive competitors, two sister rental companies — one specializing in party rentals and the other in tool & equipment rentals — needed a paid search program that would reliably drive quoting activity and real revenue.

Over several years, Twelve Legs Marketing partnered with both brands to refine their Google Ads strategy, improve lead quality, reduce wasted spend, and scale campaigns only when ROI justified it. The result was a multi-year, data-driven evolution that transformed paid search into one of their most profitable channels.

Across both businesses, the outcomes were clear:

• Higher-quality leads Lower cost per quote submission
• Increased quote volume
• Revenue gains directly tied to paid search
• Smarter spend allocation that improved returns year-over-year

This is the story of how a long-term SEM partnership became a revenue engine.

The Challenge

When the partnership began, both sister companies faced similar issues:

Party Rental Company

• Seasonal spikes created unpredictable performance
• Local competition bid aggressively, driving up CPCs
• Many keywords delivered clicks but few meaningful conversions
• Quote submissions lacked strong attribution pathways

Tool Rental Company

• High-intent searches were competitive and expensive
• Legacy campaigns weren’t optimized for the modern user journey
• Lack of keyword segmentation made budgets inefficient
• Revenue ROI was difficult to measure accurately

Both companies wanted SEM not just as a traffic driver — but as a direct revenue lever.

Our Approach: Multi-Year Strategic Refinement

Year 1: Foundation & Cleanup

• Restructured Google Ads accounts for both brands
• Removed low-intent and high-waste keywords
• Introduced conversion tracking tied specifically to “Request for Quote”
• Improved ad copy relevancy and aligned landing pages to search intent
• Created seasonal spending maps for party rentals
• Built a durable evergreen strategy for tool rentals

Year 2: Optimization, Expansion & Attribution

• Implemented deeper search term analysis and negative keyword lists
• Introduced mobile-first campaign structures
• Shifted budget gradually toward best-performing campaigns
• Introduced new inventory-focused ad groups for tools
• Expanded event- and item-specific campaigns for party rentals
• Connected SEM performance to revenue outcomes via precise attribution

Year 3: ROI-Driven Scaling

• Only increased budgets where cost-per-quote and revenue justified it
• Used multi-year data to predict peak performance windows
• Improved impression share against top competitors
• Refined bidding strategies to balance cost-efficiency and volume
• Leveraged insights from SEO, CRO, and SEM to improve full-funnel performance

With every cycle of refinement, both businesses saw stronger ROI and more measurable revenue from SEM.

1. Higher Return on Ad Spend

Across both rental brands, ROAS improved substantially due to:

• Lower cost per click (CPC) from smarter keyword segmentation
• Lower cost per conversion (CPCv) through campaign refinement
• Higher-intent traffic replacing low-value clicks
• More efficient budget distribution toward profitable campaign types

2024–2025 performance showed consistent improvements in cost, conversion rate, and attributed revenue — even in competitive peak months.

2. Significant Increase in Quote Requests The refined SEM structure produced:

• Higher volume of Request for Quote submissions
• Better alignment between search intent and inventory offered
• More accurate revenue projections per campaign

SEM became a reliable driver of pipeline for both companies.

3. Measurable Revenue Growth from Paid Search

Through improved attribution and cleaner data pipelines, we were able to directly tie paid search activity to:

• Higher-value rentals
• More frequent reservations
• Stronger off-season performance

Paid search no longer operated in a silo — it was integrated into the company’s revenue reporting.

4. Better Lead Quality

As negative keywords, ad copy improvements, and landing page intent refinement were implemented, both brands saw:

• Fewer unqualified leads
• Higher conversion rates
• More consistent quoting patterns
• Lower marketing waste

Quality mattered as much as volume — and both improved.

5. Strengthened Competitive Position

Three years of regular and consistent optimization allowed both brands to:

• Increase impression share year-over-year
• Improve average ad position
• Reduce reliance on top-of-page premium bidding
• Capture more high-intent searches at lower cost

In a metro of over one million people, this competitive edge mattered.

Why This Worked

Industry Expertise in the Rental Sector

Our understanding of seasonal demand, keyword patterns, item-level intent, and quoting behavior allowed us to optimize faster and more accurately.

Long-Term Partnership

Because the companies expanded their engagement with us over time, we were able to refine SEM not just monthly — but strategically across years.

Conversion & Revenue Attribution

Linking quote submissions to revenue allowed us to scale only where returns justified it. Continuous Testing Every improvement — copy, targeting, landing pages, seasonality — was validated with real performance data. SEM became not just advertising…

but a predictable revenue generator.

The Bottom Line

These sister rental companies now enjoy:

• More quote requests
• Lower cost per conversion
• Stronger ROAS
• Reliable, measurable revenue from Google Ads
• A high-performance SEM engine tuned over multiple years

Paid search is no longer an experiment — it’s a proven, profitable channel.

Ready to Make Google Ads Actually Pay Off?

Twelve Legs Marketing helps rental companies across the U.S. (and beyond) build profitable, long-term SEM programs that turn ad spend into predictable revenue.

👉 Schedule a strategy session with Twelve Legs Marketing.

Let’s build the next stage of your revenue growth.

Made with 🤍 by Twelve Legs Marketing © 2026 | Privacy Policy | Terms of Service