Heavy equipment and forklift dealers · Pay per click advertising
Buy the breakdown call and the part number, not the model browser.
Paid search for an equipment dealership works on the searches with a buyer behind them: a part number, a machine that will not start, a rental, a forklift service call. GullySales runs those campaigns, cuts out the manual and jobs traffic with negatives, and reports cost per quote rather than cost per click.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What pay per click advertising means
Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.
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Sales and marketing for heavy equipment and forklift dealers, the overview.
Last updated 5 Oct 2026.
For heavy equipment and forklift dealers
Where it usually goes wrong, and what we would do.
“A model number search is mostly not a buyer”
Put a model into Google and back comes an operator after a manual, a student after a spec sheet and somebody pricing a scale model. Paying for all three empties a budget fast.
“The machine-down search closes in minutes”
A contractor whose loader will not start searches the brand and the word repair, then calls the first two numbers on the page. That click is worth more than any inventory click.
“Year-end finance searches rise on their own”
Contractors doing the sums before 31 December search deduction and financing wording. A page that explains Section 179 in general terms and sends them to their accountant converts that traffic.
What we do
What we deliver for heavy equipment and forklift dealers.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
Campaigns split by intent, not by machine
Separate budgets for parts, shop and field service, rental, and the few machine categories worth bidding on, each with its own landing page.
Result: Spend goes where a call follows, not where the volume is.
A negative keyword list drawn from this trade
Manual, spec sheet, salary, hiring, scale model, parts diagram, for sale by owner and the auction sites, loaded before the campaign runs and reviewed against the search terms report.
Result: You stop paying for readers and job hunters.
Ad schedule matched to who is answering
Ads running in the hours a person picks up, with agreed overlap hours when our team takes the call-back and books it into your system.
Result: A paid call turns into a work order instead of a voicemail.
Landing pages for parts and service
A page that names the brands serviced, the shop bays, the field service radius and a phone number, instead of dropping a breakdown call on the homepage.
Result: The call happens on the first screen.
A fourth quarter finance campaign
Search and email aimed at buyers deciding before year end, with the deduction explained in general terms and the reader told to confirm it with their own accountant.
Result: Machines move in the weeks buyers are already deciding.
Cost per quote and per parts order reported
Every call and form tracked through to a quote, a work order or a parts sale, priced by campaign against the baseline recorded before work starts.
Result: You can name the campaign that paid for a machine.
How the result is measured
- Cost per click
- Cost per enquiry
- Enquiries from paid search
Recorded as a baseline before work starts, so every later report has an honest comparison.
Searches to bid on and block
The searches worth paying for at an equipment dealer, and the ones to keep out.
- Machine plus use, such as 3 tonne diesel forklift for a warehouse
- Bid. The buyer has a capacity and a use. Give each machine type its own ad group, and say whether you sell, rent or both.
- Used or second hand excavator and forklift searches
- Bid, for stock you actually hold. These buyers compare hours and price. Show real photographs and the hours, and take the listing down when it is sold.
- Spare part number and machine breakdown searches
- Bid, always on, with a call button in service hours. These callers are owners with a machine down, and they remember who answered.
- Operator job, training, manual, toy and driver licence searches
- Block. Forklift operator job, excavator training, service manual PDF and toy excavator bring nobody who buys. Add them as negatives and read search terms.
- Where the click lands
- Send machine searches to a page for that machine with its capacity, hours and a quote form. Send part and breakdown searches to a call button and a form asking the make and model.
- Counting a real enquiry
- Count a quote request with a machine, a call about a part with a model, or a service call from a customer in your area. Log which became a quotation and which an order.
Who it is for
This is written for these heavy equipment and forklift dealers.
- Full-line construction equipment dealers for a single manufacturer
- Independent used equipment dealers and brokers
- Forklift and material handling dealers running a service fleet
- Compact tractor and agricultural equipment dealers
- Crane, telehandler and aerial lift specialists
- Attachment, tyre and wear parts suppliers
- Dealers running a rental fleet alongside sales
- Single-location dealers competing with a multi-state group
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the pay per click advertising work runs
- 1
Understand the total budget
We agree the full paid advertising budget available across all platforms, rather than planning each one separately.
- 2
Audit current platform performance
We compare existing campaigns on a shared basis to see where the budget currently performs best and worst.
- 3
Build the cross-platform plan
Campaigns are structured across platforms with a shared measurement standard from the outset.
- 4
Implement and monitor
Campaigns run with budget allocated dynamically based on real-time performance.
- 5
Measure and reallocate
We report performance and shift budget toward what is working, within agreed limits.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
Hours that fit your day, agreed up front
Which hours we overlap with yours is settled before any work starts, so you know when a reply is coming and when it is not.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Should we advertise our used inventory on Google?
How do we stop paying for people looking for manuals?
Should we advertise finance and exchange offers?
Do we need a separate campaign for rental?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
More for heavy equipment and forklift dealers
Everything else we would do for you.
Or start from the overview: sales and marketing for heavy equipment and forklift dealers.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.