Winning leads against the national rental giants
A B2B truck rental operator going head-to-head with household-name competitors, and a Google Ads strategy built to win cost-efficient leads rather than outspend them.
The client
Southern Cross Truck Rentals (SCTR) is a B2B vehicle rental business helping tradies and companies get the right truck on the road when they need it. Operating in a category where the household names dominate share of voice, SCTR needed a Google Ads presence that could earn attention and enquiries on its own merits.
The challenge
SCTR was competing directly against large, established national rental brands - Kennards, Budget and Avis - each with decades of brand recognition and far bigger marketing budgets. Winning search visibility against that competition meant every dollar of ad spend had to work harder, turning clicks into genuine business enquiries rather than getting lost against bigger names.
The results
A more efficient account meant more enquiries, at a lower cost, against much bigger competitors.
Proof that a sharper, more targeted approach can outperform bigger budgets in a competitive category.
