Rebuild the account
Review the existing account, remove inefficient campaigns and keywords, and restructure campaigns around services and search intent.
Google Ads CASE STUDY
Monocrane How Monocrane Turned Google Ads Around and Built a Stronger Lead Pipeline
After struggling with high spend, weak conversion performance and poor-quality leads, Monocrane worked with Click Fusion to rebuild its Google Ads approach around relevance, efficiency and genuine enquiries.
THE BUSINESS
For industrial lead generation, the quality of an enquiry matters more than raw traffic.
Monocrane is a New Zealand-owned company specialising in the design and manufacture of overhead lifting equipment. Its products serve industrial and commercial clients across New Zealand and Fiji, making relevant, high-intent enquiries especially important.
Before Click Fusion, Monocrane was already investing in Google Ads through another agency, but the account was not producing the meaningful business outcomes the company expected.
The growth objectiveGenerate higher-quality leads, improve Google Ads efficiency, reduce wasted spend and create measurable ROI.
THE CHALLENGE
THE GOOGLE ADS CHALLENGE
The account was spending money - but performance was not translating into business results.
01 / BEFORE THE TURNAROUND
The biggest problem was not the budget. It was how the budget was being used.
Click Fusion focused on removing inefficiencies, improving search intent and creating a stronger connection between ads, website experience and conversions.
01
High Google Ads spend
Significant advertising budget was being spent without a clear return or measurable business outcome.
02
Poor conversion performance
Traffic was not converting into enough genuine enquiries for the account to perform effectively.
03
Low click-through rate
Ad relevance and messaging were not strong enough to consistently attract the right industrial searchers.
04
Low-quality leads
Irrelevant or low-value enquiries reduced the real business value of the campaign.
THE STRATEGY
THE GOOGLE ADS STRATEGY
We rebuilt the campaign around relevance, intent and conversion.
Improve keyword relevance
Refine targeting so the account focuses more closely on searches connected to Monocrane's overhead lifting solutions.
Write clearer ads
Rewrite ad messaging around clear value propositions, industry-specific language and the intent behind relevant searches.
Strengthen the conversion path
Improve landing page clarity, CTA placement and enquiry paths so paid traffic has a clearer route to becoming a lead.
Improve conversion visibility
Review conversion tracking accuracy so campaign decisions are based on meaningful performance signals.
Keep refining performance
Continuously monitor bids, budgets, match types and search terms to reduce wasted spend and improve efficiency.
HOW THE CAMPAIGN EVOLVED
HOW THE TURNAROUND EVOLVED
The first improvements appeared quickly - then performance was refined over time.
01
Account review & restructure
Audit the existing campaigns, remove inefficient elements and reorganise targeting around services and intent.
02
Keyword & ad optimisation
Improve keyword relevance and rewrite ads around stronger value propositions and industry-specific search intent.
03
Website conversion improvements
Strengthen landing page clarity, CTA placement and enquiry paths to help turn relevant clicks into genuine enquiries.
04
Ongoing optimisation & scale
Monitor search terms, bids, budgets and conversion tracking, then scale spend once consistent results were established.
MEASURABLE RESULTS
CAMPAIGN RESULTS
Monocrane moved from underperforming campaigns to a stronger lead-generation system.
15%Clicks within same ad spendReported outcome
10%Interaction RateImproved
$13kAd SpendGoogle Ads
$177kImpressionsNZ & Fiji
Results shown are based on Google Ads campaign data from the Monocrane account managed by Click Fusion. The figures shown reflect campaign performance during the period displayed. Past performance does not guarantee future results.
EXECUTION
EXECUTION
What Click Fusion changed.
The campaign was treated as a complete lead-generation system, connecting account structure, search intent, ad messaging, website experience and ongoing optimisation.
01
Account structure
Removed inefficient campaigns and keywords and rebuilt the account around services and search intent.
02
Ad relevance
Improved messaging and keyword relevance to attract more appropriate industrial search traffic.
03
Conversion path
Improved landing page clarity, CTA placement and enquiry paths to support better conversion performance.
04
Continuous optimisation
Monitored bids, budgets, search terms and conversion tracking to keep improving campaign efficiency.
VISUAL PROOF
PERFORMANCE SNAPSHOT
A stronger Google Ads system built around business outcomes.
MonoCrane Google Ads Performance
Search Ad Copies Preview
Conversion-Focused Website Experience
WHAT WE LEARNED
WHAT THE RESULTS SHOW
Google Ads performance improved when every part of the journey was aligned.
More from the same spend
Monocrane increased clicks while working within the same advertising spend, showing stronger campaign efficiency.
Better search relevance
Keyword and ad optimisation improved the quality and relevance of traffic entering the campaign.
More useful enquiries
The campaign produced a significant improvement in lead quality, with more enquiries relevant to the business.
Confidence to scale
After three months of consistent results, Monocrane was confident enough to increase ad spend and scale lead generation.
Better Google Ads starts with better foundations
★★★★★
“We’ve been working with Click Fusion Limited for the past four months, and the results have been outstanding! Their expertise in Google Ads management has significantly improved our campaign performance, driving more qualified leads to our manufacturing business in Auckland. Highly recommend Click Fusion Limited for anyone looking to grow their business with effective digital marketing solutions!”— Hitesh S
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