easy machines

The launch of a new platform.

Easy Machines is an online application that helps in the rental and purchase of heavy machinery, spare parts, construction materials, and second-hand equipment. The app was at the pre-launch stage when the project came to us. The main idea behind was to bring manufacturers, vendors, and buyers onto a unified digital equipment marketplace.

Objectives

Check & Validate Audience Interest: Test where the digital demand for a heavy equipment marketplace exists and exact audience to target who would be willing join the platform.
Pre-Launch Demand Generation: Build a pipeline for manufacturers and vendors before app release.
Position as a Market Leader: Establish early mindshare in the equipment rentals and sales category and position EasyMachines as the best marketplace for equipment purchase for local audience.
Drive Quality Traffic: Bring high-intent users to the platform to explore equipment listings nearby.
Generate High-Quality Leads: Capture leads from decision-makers in the market (construction, infrastructure, logistics).

₹ 100

CPC Achieved

20%

Reduction in CPM

Increase in Dwell Time

Visual representation really helped deliver the message better.

Solution Approach

We crafted a multi-layered performance marketing approach using LinkedIn Ads.

Keyword Research

Focused on high-intent keyword targeting for machinery rentals and sales.
Created multiple keyword sets to target different categories: heavy equipment, spare parts, second-hand machinery.

LinkedIn Ads:

Targeted decision-makers in construction, manufacturing, and logistics companies, one key decision maker at a time.
Used lead gen forms/landing page redirection for easy communication and better quality control.
Focused on positioning the app as a digital-first solution in a largely offline industry.

Landing Page Development

Developed separate landing pages for manufactures and vendors with different messaging and flows for best results.

Creative & Messaging

Messaging positioned Easy Machines as a trusted and efficient equipment marketplace.
Highlighted value propositions: ease of transaction, wide selection, and Zero Commissions.
A/B tested CTAs and Positioning Angles.

results

Leads Generated: 37 high-intent leads
Cost Per Lead (CPL): ₹2,047 ( highly efficient for the niche category
Form Completion Rate: 7.97% indicating strong relevance and engagement
Engagement: 24,000+ interactions
Clicks to Website: 722
Cost Per Click (CPC): ₹104

conclusion

Early-stage performance marketing efforts helped Easy Machines validate their market demand and build a quality lead pipeline. They could now position themselves as the leader in the industry equipment marketplace.

Focused on multiple Pontus solutions tp cater to every industry and component.

No Fluff. Just Results.

Gunjan

Marketing Head, Housr

“Search Engine marketing, google ads, and a budget allocation plan by Upthrust proved to be really helpful.”

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