Click Fusion Limited – Auckland
Case Study: Google Ads Performance Turnaround for Monocrane
Client Overview
Client: Monocrane
Industry: New Zealand–owned manufacturer of overhead lifting equipment
Target Markets: New Zealand and Fiji
Website: monocrane.co.nz
Monocrane is a New Zealand–owned company specialising in the design and manufacture of overhead lifting equipment. Their products serve industrial and commercial clients where lead quality, not just volume, is critical.
The Challenge
Before working with Click Fusion Limited, Monocrane had been running Google Ads with another agency but was not seeing meaningful results.
The main challenges included:
- High Google Ads spend with little return
- Low click-through rate (CTR)
- Poor conversion rate
- High cost per click (CPC)
- Low-quality or irrelevant leads
- No clear performance direction or optimisation
The biggest frustration for the client was clear:
: a significant advertising budget was being spent with no measurable business outcome.
Client Goals
Monocrane approached us with very specific goals:
Generate high-quality leads relevant to their industry
- Increase the number of genuine enquiries
- Improve Google Ads efficiency
- Stop wasting budget and achieve measurable ROI
Our Strategy & Approach
We took over the account with a results-first mindset, focusing on performance, relevance, and lead quality rather than just traffic.
1. Google Ads Account Restructure
The first step was a complete review and restructure of the Google Ads account. This included:
- Removing inefficient campaigns and keywords
- Restructuring campaigns based on services and intent
- Improving keyword relevance
- Eliminating wasted spend
This immediately helped improve click quality and relevance.
2. Ad Copy & Keyword Optimisation
- We rewrote ad copy to focus on:
- Clear value propositions
- Industry-specific messaging
- User intent aligned with overhead lifting solutions
At the same time, we refined keyword targeting to reduce irrelevant clicks and improve CTR.
3. Website Optimisation for Conversions
Traffic alone does not generate leads. We optimised the website to support Google Ads performance by:
- Improving landing page clarity
- Strengthening call-to-action placement
- Simplifying enquiry paths
- Aligning page content with ad messaging
This helped turn clicks into genuine enquiries.
4. Ongoing Optimisation & Performance Monitoring
After launch, we continuously monitored performance and refined:
- Bids and budgets
- Keyword match types
- Search terms
- Conversion tracking accuracy
This ensured ongoing improvement rather than one-time fixes.
Results Achieved
Monocrane started seeing noticeable improvements within 2–4 weeks, which immediately restored confidence in Google Ads.
Key Outcomes:
- Increased clicks within the same ad spend
- Improved click-through rate (CTR)
- Higher conversion rate
- Significant improvement in lead quality
- Increased monthly enquiries
- Reduced wasted ad spend
After three months of consistent results, the client was confident enough to increase ad spend to scale lead generation further.
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Meet Our Leadership Team...
Evan Featherstone
CEO/Founder
Jessica Andrews
Chief Marketing Officer
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Chief Technology Officer (CTO)
