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Marketing 360® Blog

Case Study: Commercial Equipment Sales Converts with Message Match

Post By Scott Yoder | Case Studies

Wagner Equipment Company is a long-time Marketing 360® client with many successful campaigns.  Here’s a case study on one of their best that uses message match.

Online consumers don’t like surprises – at least, not those searching for the best deals on products they need.  When a business advertises a special offer to capture a searcher’s attention, that person wants to see details on that offer when they visit the website.

When you do this correctly using a tactic called message match, it can result in superb conversion rates.  If you don’t, you can sabotage your own message.

So let’s look at one of the most successful ads we’ve run for Wagner and analyze why it does so well.  Here is the ad copy and results from the last 6 months:

tpa ad data

This ad goes to this landing page:

landing page

What’s so important to note here is how the ad and the landing page we designed both have the message about 0% financing and the 2-year warranty.  Leads clicked on this ad because they’re interested in that offer, so they convert when they arrive at a page that matches that content.

Ads and landing page content like this contribute to the Top Placement Ads® paid search channel converting at 18.13% overall.  This channel is by far their most productive because it allows them to geo-target ads for their various locations.  It drives 83.7% of their overall conversions.

The geo-targeting is important, because their main keyword queries are branded searches for “caterpillar heavy equipment”.  With the geo-targeted ad, we can run the keyword as a broad match but only get clicks from people in one of their 27 locations who are likely customers.

This campaign delivers high ROI for Wagner Equipment.  We’re proud to work with them.