Case Studies September 12, 2025

Boosting PPC Conversions by 22.3%

CBS Rentals was wasting its ad budget on underperforming PPC campaigns with a high Cost per Click. A data-driven strategy focused on ad copy, landing page optimization, and Quality Score improvement increased conversions by 22.3% and reduced CPC by 12.9%.

About CBS Rentals

Blacksmith transformed CBS Rentals paid advertising from a costly expense into a highly efficient engine

CBS Rentals is a leading provider of equipment and jobsite solutions for the construction industry. Their growth depends on reaching project managers and construction firms at the exact moment they need to rent specific equipment. While they were investing in PPC, their campaigns weren’t efficiently capturing these high-intent leads, making it a critical area for optimization.

Services Rendered

Strategy Consulting

We began with a comprehensive strategy phase to define the client’s target audience, key performance indicators (KPIs), and optimal channel mix. This created a data-driven blueprint for the entire paid media campaign, ensuring all efforts were aligned with their core business goals.

PPC Management

Our team provided end-to-end PPC management, handling all aspects of the campaign from account setup and daily monitoring to strategic bid adjustments and budget allocation. This active management was focused on maximizing the client’s return on ad spend (ROAS).

UI/UX Design

To ensure a high conversion rate for the traffic generated, our UI/UX design team was engaged to optimize the campaign’s key landing pages. This focused on creating a smooth user experience and a frictionless path from ad click to conversion

Lack of Dedicated Landing Pages

Instead of dedicated landing pages optimized for conversion, ad traffic was being sent to generic landing pages with unclear text. This left customers confused and unable to take immediate action on ads.

Phone-Only Conversion Method

The website’s most critical problem was the lack of a proper digital conversion path. The sole call-to-action was a phone number, which was a major pain point for ad campaigns. This created a high barrier for professionals browsing during work hours and made it nearly impossible to accurately track lead sources, preventing any true measurement of the campaigns’ ROI.

generic landing page with text heavy content and no clear CTAs

A Disjointed Post-Click Experience

Even when users landed on a specific page, the challenge was a complete lack of direction. The pages had a lot of text with no clear visual hierarchy or calls-to-action (CTAs) to guide the visitor’s next step. This confusing user flow was a critical pain point that directly caused a low conversion rate, as interested users had no clear path to take action.

The Solution

User Experience & Navigation

The landing page was designed with clarity and ease of use in mind. Visitors arriving from PPC ads could immediately browse equipment within the correct category, supported by intuitive filters and sorting options, thus reducing bounce rates, guiding users smoothly from ad click to product exploration.

Conversion-optimized About Us page for CBS

Optimizing for Trust and Conversions

To capitalize on this high-intent traffic from the ads to the About Us page, we implemented a new, cleaner layout with ample white space, simplified the text to tell a more relatable brand story, and strategically placed clear Call-to-Action (CTA) buttons.

This optimized a critical, yet often ignored, step in the PPC funnel, turning a simple page into a powerful tool for building trust and capturing leads.

simple form to streamline conversion on CBS website

Strategic Landing Page and Funnel Optimization

We designed and tested new, conversion-focused landing pages with clear value propositions and streamlined inquiry forms deployed a simple and accessible contact form.

By reducing the required fields to only the absolute essentials (name, email, phone, comment), we eliminated user friction and made it incredibly easy for high-intent visitors from our PPC campaigns to take the next step.