Solved: Need Help with Digital Marketing for Niche Business

Hi there,

Thanks for reaching out. I've had a look over the situation you described with your father's business, and I'm happy to give you some of my initial thoughts and guidance. It sounds incredibly frustrating, and to be honest, it’s a story I hear all too often with agencies that don't really understand or specialise in more niche B2B industries. You're absolutely right to think there’s a lot of missed potential. We've managed campaigns for some very specific industrial clients before, so I know for a fact that you can get great results, but it needs the right aproach. I remember one campaign we ran for an environmental controls company where we reduced their cost per lead by over 84%, so I know it's possible with the right approach.

It feels like there's a few areas to tackle, so I've broken down my thoughts below.

We'll need to look at your current agency situation...

First things first, this transparency issue is a massive problem. For an agency to hold all your campaign data hostage is just not on. You're spending a good amount of money each month, and you have every right to see exactly where it's going and what it's doing. This isn't a minor issue; its a fundamental breakdown of trust and professionalism.

You need to tell them, not ask them, that you require full, administrative-level access to your Google Ads account. It is your account, your data, and your money. If they refuse, make excuses, or try to fob you off with a PDF report, you should terminate the contract immediately. There is absolutely no legitimate reason for a competent, honest agency to withhold this from a client. It's a huge red flag and usually suggests they are either hiding poor performance, are insecure in their work, or they are just plain incompetent.

Once you get access, you can conduct a proper audit. Don't just look at the top-line numbers they've been giving you. You need to get into the details. The most important thing to check is the 'Search Terms' report. This shows you what people are *actually* typing into Google before they click your ad. Are the terms hyper-relevant like "trench box rental near me" or "shoring equipment prices"? Or are they bidding on vague, expensive terms like "construction equipment" that bring in clicks from people who aren't your customers? Your paying for those clicks, so they need to be the right ones.

Also, check their use of negative keywords. Are they actively blocking irrelevant search terms like "jobs", "training", "DIY", or "reviews"? A "set it and forget it" agency often won't bother with building a proper negative keyword list, and that just burns through your budget on useless traffic. This lack of basic management is probably a big part of why only 35-40% of your leads are high-quality.

I'd say you need a clear strategy for who you're targeting...

Your business is a perfect example of one that needs a search-driven strategy. Excavation and utility contractors don't browse social media and suddenly decide to buy or rent trench shoring equipment. They have a specific, urgent need for a project, and they go to Google to find a solution right now. This means Google Search ads should be your absolute priority. It’s the most direct way to get in front of customers at the exact moment they are looking to buy.

Your keyword strategy needs to be really specific. You should have seperate campaigns or ad groups for different types of intent. For example, keywords around 'hiring' or 'renting' equipment are very different from those around 'buying' or 'purchasing'. You should also target keywords for specific product names or types you offer, like "aluminium trench shields for sale" or "hydraulic shoring supplier". The more specific you are, the more qualified the traffic will be.

As a secondary thought, once your Google Ads are working well, you could potentially test LinkedIn Ads. It allows you to target people by their job title and industry, so you could show ads to 'Site Managers' or 'Project Directors' at companies in the 'Construction' or 'Civil Engineering' sectors. This is generally better for building brand awareness rather than generating immediate leads, and it's more expensive. I remember one campaign we ran for a B2B software client where we got leads for around $22 by targeting decision makers this way, but for your kind of immediate, need-based product, Google Search is definately the place to put 90% of your focus and budget.

You probably should focus on your sales process and website...

Getting the ads right is only half the battle. If you're sending highly qualified traffic to a website that doesn't convert, you're just throwing money away. You mentioned some gaps in branding and organization, and this is where it really hurts you.

Think of your website as your digital sales rep. If it looks dated, is hard to navigate, or doesn't build confidence, a potential customer will just click the back button and go to your competitor. For your kind of high-stakes business, trust is everything. These contractors are betting the safety of their workers on your equipment. Your website has to reflect that level of quality and professionalism.

You need a very clear Call-To-Action (CTA). What is the single most important thing you want a visitor to do? Call for a quote? Fill in a detailed enquiry form? Make that the most obvious thing on the page. Use clear, persuasive language. Some professional sales copy could make a world of difference here.

You also need to build trust signals into the site. Show high-quality photos of your equipment in action on real job sites. Add testimonials or short case studies from happy clients. Prominently display any safety certifcations, industry standards you meet, or trade bodies you belong to. It all adds up to making that contractor feel confident that they are dealing with a reputable, expert company.

You'll need a partner, not just a provider...

You asked about hiring a freelancer versus an agency. Tbh, the label doesn't matter as much as the expertise and the approach. There are great freelancers and terrible agencies, and vice versa. What you need is a partner who is invested in your success, understands your niche, and is transparent.

When you're vetting potential partners, the first thing to look for is relevant experience. Ask to see case studies. Have they worked with B2B, industrial, or constuction clients before? It’s a completely different world to selling clothes or courses online. Someone with experience in high-ticket B2B leads will understand the longer sales cycles and the importance of lead quality over quantity.

Get on a call with them. A good partner will ask you lots of questions about your business, your customers, and your goals. They should offer some initial thoughts and ideas, just like this. If they just ask about your budget and promise you the world, be wary. In paid ads, you can't really promise anything for definite, you can only work from experience and a solid process.

This is why we always offer a free initial consultation. It gives a potential client a chance to see how we think and if our expertise is a good fit, and it lets us see if we can genuinely help them. It has to be a two-way street.

I've detailed my main recommendations for you in a table below to give you a clear overview:

This is a lot to take in, I know. But getting this right means moving from wasting money to making a real, tangible investment in your father's business. It’s about building a proper, sustainable lead generation machine, not just running a few ads and hoping for the best. Working with an expert who has done this before for businesses like yours simply shortcuts the process and helps you avoid more costly trial and error.

If you'd like to discuss this in more detail and see how we might be able to help you implement a strategy like this, we offer a free, no-obligation consultation. We can take a closer look at your specific situation and give you some more tailored advice.

Regards,
Team @ Lukas Holschuh