How a commercial leasing company used Google Ads to sell off used trucking equipment

United Leasing & Finance had a pressing need to sell off their used trucking equipment. These assets were depreciating in value every day they sat idle, and the company was eager to recoup their investment and reinvest the capital into more productive ventures. However, several challenges stood in their way:

• The trucking industry was experiencing a post-COVID hangover. Demand was down, and there were too many trucks on the market, making it even harder to sell used equipment.
• Their previous agency wasn't bringing in good leads, so they were looking for a different one. Otherwise, they would have to just sell everything off to wholesalers at a steep 25% discount.

Initially, they were hesitant about working with a solo freelancer, thinking maybe I wouldn't have the capacity or the range of skills they needed. To put their worries to rest, I did the following:

• I explained how I could provide the support they needed, even offering a contractual guarantee for backup assistance from another expert if needed.
• I also let them know I had experience with SEO and other paid advertising channels, so I could handle more than just Google Ads.
• To show them what I could do, I conducted a thorough audit of their Google Ads account, pointing out areas where things could be improved and explaining how I'd approach things differently.

This hands-on approach and my ability to explain complex concepts in a clear, simple way helped build their trust in me.

Once we got started, I really focused on understanding exactly who their ideal customer was:

• We needed to make sure we were reaching people who specifically wanted used trucks and equipment, not new assets.
• They wanted to sell these assets, not lease them out again, so we needed to ensure our targeting reflected that.
• We targeted buyers with good credit scores who were eligible for financing.
• We prioritized businesses and owner-operators over individual buyers, as they were more likely to be in the market for used trucking equipment.

By fine-tuning their targeting, writing compelling ad copy, and using a smart bidding strategy, we started attracting higher-quality leads who were a much better fit for what United Leasing & Finance had to offer.

Even though we got fewer leads overall compared to their previous agency, the quality of those leads was night and day.

• They went from getting zero qualified leads to having real conversations with potential buyers who were actually interested in their used equipment.
• We saw a 4x increase in click-through rates, which meant our ads were really resonating with the right people.

In the end, United Leasing & Finance managed to successfully sell off a significant portion of their used inventory, so there was no need to continue running ads. It was a really rewarding experience to help them navigate a tough market and come out on top.