The situation
Porter Group sold, hired and serviced equipment through five divisions across New Zealand, Australia, the United States and the Pacific, with brands including Hyundai CE, Sandvik, BOMAG and Terex. Different brands, products and markets needed coordinated campaigns without losing the detail each audience cared about.
What I noticed
Nobody buys an excavator through a checkout. Judging paid search on clicks or online sales would have misrepresented it, so I valued what actually mattered to the business: inquiries.
What I did
- Measured what mattered. I ran Google Ads with conversion values assigned to inquiries, so performance was judged on pipeline rather than traffic.
- Owned local discovery. More than 50 Google Business locations, eight Facebook and Instagram profiles, two LinkedIn pages and a YouTube channel, kept current across the group.
- Stayed in front of customers between purchases. I designed, wrote and managed Porter Press, the group’s quarterly magazine, mailed to more than 9,000 recipients with product and company news.
- Led the digital function. Marketing staff, multiple websites and Mailchimp, with sales and service colleagues supplying the product and operational context.
What happened
Google Ads returned 3.5× its spend in inquiry value, while the listings, social channels and Porter Press kept the group visible and current across all four markets.
What I’d bring to your team
Commercial measurement matched to how the business actually sells, with the coordination to keep many channels current at once.