Rucker! An industry that reinvented itself in the unusual industrial tow tractor sector

Rucker, a supplier of industrial equipment, aimed to strengthen its digital presence and generate high-quality leads. Operating in a B2B market with a longer sales cycle, the focus was on building visibility and fueling the sales pipeline with qualified opportuni

Context

Rucker, a supplier of industrial equipment, aimed to strengthen its digital presence and generate high-quality leads. Operating in a B2B market with a longer sales cycle, the focus was on building visibility and fueling the sales pipeline with qualified opportunities.

Challenges

Lack of effective sales despite having clear growth targets.

High Cost Per Lead (CPL) in certain periods, requiring performance optimization.

Need to establish a strong lead base capable of evolving into future sales.

Strategy and Solutions

  1. Multichannel Campaigns
    Activation on Google Ads, Facebook, Instagram, and LinkedIn, targeting niche audiences with industrial interests to ensure ad relevance.
  2. Metric-Based Optimization
    CTR ranged from 1.47% to 11.72%, showing strong ad engagement at peak times.
    Continuous tracking of CPC and CPL, with funnel reports built to visualize conversion stages (impressions → clicks → leads → opportunities).
  3. Lead Generation Focus
    Custom creative assets highlighted Rucker’s technical strengths to attract qualified leads.
    Remarketing strategies increased brand exposure and re-engagement with potential customers.

Results

88 leads generated, with 18 qualified opportunities – a 20% lead-to-opportunity conversion rate.

Gradual CPL reduction through ongoing optimization.

CTR peaked at over 11%, demonstrating strong campaign relevance.

A full testing approach across channels and audience segments.

Conclusion

Although no sales were finalized during the initial phase, Rucker’s digital campaigns successfully built a strong pipeline, increased brand visibility, and validated audience interest. The strategy sets a solid foundation for future conversions, supported by remarketing, CPL optimization, and lead nurturing.