J.B.S. Cranes · Case Study

Complex equipment. A clearer buying journey.

We paired a focused industrial landing page with Google Search campaigns to help J.B.S. Cranes reach the right buyers—generating 58 qualified enterprise leads in the first 60 days.

LANDING PAGE DESIGNCROGOOGLE ADS

LANDING PAGE DESIGN•CRO•GOOGLE ADS•Real Work•Real Growth•Real Results•Built for Performance•

Industrial landing-page design: An application-first message, clear engineering capabilities and a prominent quote request bring the offer into focus. — An application-first message, clear engineering capabilities and a prominent quote request bring the offer into focus.

Client: J.B.S. Cranes
Industry: B2B
Our role: LANDING PAGE DESIGN · CRO · GOOGLE ADS

Precision starts before the first conversation.

J.B.S. Cranes engineers lifting systems for demanding industrial applications. Its experience reaches back to 1966, with bridge, jib and workstation cranes selected around a customer’s environment, load and operating needs. The buyers are technical. Engineers, facility leaders and procurement teams need to understand capability and fit before starting a conversation about a major equipment investment. We built the acquisition journey around that decision. The search campaign would reach relevant industrial demand, and the landing page would explain the expertise, applications and next step clearly enough to earn an inquiry.

The Challenge

Getting found by the right kind of buyer.

Broad traffic was not enough. The website and campaign needed to distinguish specialized industrial projects from unrelated searches and low-quality submissions.

Explain technical fit

Buyers needed to see the applications and operating environments J.B.S. could support.

Focus paid traffic

Search campaigns needed a dedicated destination built around the inquiry.

Improve lead quality

Campaign refinement and a clearer page had to reduce the noise reaching the team.

The Solution

A focused campaign. A page built to earn the inquiry.

We connected application-specific search intent with a landing page that made the engineering offer concrete.

- Deliverable 01

A landing page for technical decision-makers.

The page introduces J.B.S. through its engineering experience, manufacturer relationships and turnkey installation capability. Rather than asking a buyer to assemble the story across a general site, it brings the relevant information and quote request into one place.

Application-led copy for bridge, jib and workstation cranes.
Experience and installation capability presented early.
Clear inquiry paths on desktop and mobile.

The first impression: The landing page puts engineering fit, experience and installation capability at the front of the conversation. — The landing page puts engineering fit, experience and installation capability at the front of the conversation.

- Deliverable 02

Search campaigns organized around the application.

We focused Google Ads around industrial crane applications and installation intent. Search-term reviews, bid adjustments and copy refinement helped improve efficiency while keeping the destination aligned with the buyer’s need.

Tightly themed search groups for relevant industrial demand.
Filtering of unrelated searches.
Ongoing optimization of bids, messaging and lead quality.

Application-led page content: Crane categories make the offer easier to explore and give campaign visitors a relevant place to begin. — Crane categories make the offer easier to explore and give campaign visitors a relevant place to begin.

Selected work

Precision in the product. Clarity in the presentation.

J.B.S. Cranes — project portfolio image 1

J.B.S. Cranes — project portfolio image 2

J.B.S. Cranes — project portfolio image 3

The Results

Better-fit inquiries. Less wasted spend.

The landing page and search campaign worked together to improve acquisition efficiency, reduce spam and bring qualified enterprise conversations to the sales team.

Reduction in CPA

60%

Qualified Enterprise Leads

In the first 60 days.

Reduction in Spam Submissions

99%

Behind the work

The services behind the results.

Interested in work like the J.B.S. Cranes project? Our Virginia Beach team can help you scope the right services for your business.

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