Get found by the buyers who are already looking
A complex sale is specified, compared and shortlisted online, often months before an enquiry reaches anybody. You are either on that page, or somebody else is.
The sale is decided before you know it has started
A complex purchase is specified, compared and shortlisted online, often months before an enquiry reaches anybody. By the time the phone rings, most of the deciding is done. The supplier who was findable during that stretch is on the shortlist. The one who was not is the company being compared against.
The urgent version is simpler. When a machine fails, somebody searches and rings the first credible result. Not the best company in the category. The one they find.
Three ways equipment suppliers are invisible
These are the patterns our research turns up over and over, and each one is checkable on your own phone in about two minutes.
- Nobody is bidding, including you. Of the last forty equipment suppliers we checked, thirty-eight were running no Google Ads at all. An empty auction is the cheapest a position will ever be, and it does not stay empty.
- Your product is listed, and you are not. Search a machine you make and the row of priced products above the results is often two resellers and a marketplace, with the manufacturer nowhere on the page.
- A domain bought to match the search phrase is above you. Four times out of four we found one at or near the top, over suppliers with decades of trading behind them.
Two different jobs, and you probably need both
Search catches demand that already exists. Somebody is typing it this week and the only question is whose name is in front of them. That is Google Ads, and in this market it is unusually cheap because the auctions are empty.
Outreach creates demand that does not exist yet. Your buyers are a small, identifiable group. They are not searching today, but they will need something eventually, and the supplier already in the inbox gets the call. That is cold outreach, researched one company at a time.
Most equipment businesses we look at are doing neither, and are relying on referrals — which is the one tap you cannot turn on when a month goes quiet.
What we would actually do
- Google Ads. High-intent paid search, on the terms a buyer actually types. Tracking goes in before spend.
- Cold outreach. Researched one company at a time, sent from a separate authenticated domain.
- Landing pages. A page for the thing they searched for, built to convert rather than to look nice.
The ones we hear every time
No, and we do not sell SEO. Ranking organically and having nobody bid above you are two different things that happen on the same page, and the second can be taken off you by any competitor with a credit card in an afternoon.
If you already have someone doing SEO, keep them. The audit will tell you plainly whether it is working.
That is a good position and we would not change it. The question is what happens in a quiet month, because referrals cannot be turned up when you need them. They arrive when they arrive.
Search the thing you sell, with your ad blocker off, and see who is above you. Then look at the row of priced products, if there is one, and count how many are yours.
That is two minutes and it is the first part of the free audit, done properly and written up.
Find out what we would change, before you pay us anything
Free, no lock-in contract, no obligation. Just a straight look at where your marketing is leaking and what it is costing you. Worst case, you keep the video and fix it yourself.
Takes about a minute. Video back within two business days.