Local PPC Advertising for Forklift and Material Handling Company.

The Partnership

G&W Equipment is a lift truck and material handling company based in North Carolina, South Carolina, and Georgia, proudly owned and operated at the local level. As authorized dealers and service providers, they specialize in selling CAT Lift Trucks, Mitsubishi Forklifts, and Jungheinrich Forklifts. TKG has been a dedicated digital partner for G&W Equipment since 2020. As a reputable lift truck and material handling company, G&W Equipment sought TKG's expertise to enhance its online presence, increase local leads, and boost brand awareness in each of its territories. With these goals in mind, we leveraged a blend of digital marketing tactics with a focus on PPC advertising on Google and Microsoft.  

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The Challenge & Solution


G&W Equipment encountered a few challenges when looking to ramp up their lead-generation efforts:


  1. Ensuring Local Leads: The company sought to bolster lead generation efforts within its operational territories. They wanted to ensure that opening up the funnel of leads would not increase unqualified leads or inquiries outside of their territories. 
  2. Elevating Brand Awareness: Operating in a competitive market, G&W Equipment aimed to distinguish itself and capture the attention of potential customers actively seeking lift truck and material handling solutions.
  3. Getting in Front of The Right Audience: G&W Equipment's gaol was to strategically get in front of their audience in the right place at the right time - when they are most likely to reach out to a forklift or material handling provider.


TKG devised a comprehensive digital strategy tailored to G&W Equipment's unique needs and regional focus. The solution involved multiple digital marketing tactics, but largely required a robust digital advertising plan: 

  1. Keyword-Driven PPC Campaigns: TKG conducted thorough keyword research to identify the most relevant and high-performing keywords in the lift truck and material handling industry. This formed the foundation for targeted PPC campaigns on platforms such as Google Ads and Microsoft/Bing Ads. 
  2. Optimized Ad Copy and Landing Pages: TKG crafted compelling ad copy that not only showcased G&W Equipment's offerings but also resonated with the local audience. Landing pages were optimized for conversions, providing a seamless experience for users clicking on the ads. 
  3. Local SEO Enhancement: Recognizing the importance of local visibility, TKG implemented local SEO strategies to compliment the PPC initiatives. 
  4. Continuous Monitoring and Adjustment: our commitment extended beyond the initial campaign launch. Our team continuously monitors campaign performance, analyzes data, and makes strategic adjustments to maximize results and return on investment. 

The Results

Since the initiation of TKG's digital advertising initiatives in 2020, G&W Equipment has experienced remarkable results: 

70.92% Increase in Leads: The focused PPC efforts (in addition to continuous optimization of on-page SEO factors) contributed to a substantial 70.92% increase in leads since 2020, demonstrating the effectiveness of the digital advertising strategy. 

Enhanced Brand Awareness: G&W Equipment's brand visibility significantly improved across its operational territories, leading to heightened brand awareness and recognition among the target audience. 

Improved ROI: The strategic approach to digital advertising not only increased leads but also resulted in an improved return on investment for G&W Equipment's marketing efforts. 

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