Al Marwan Heavy Machinery Case Study

SEO · Paid Ads · Lead Generation · Content Strategy

About Al Marwan Machinery

Founded in 1978 in Sharjah, Al Marwan Heavy Machinery is one of the UAE’s most established heavy equipment companies, operating across new machinery sales as exclusive dealers for leading brands, equipment rentals, and used machinery trading. The company supplies excavators, cranes, bulldozers, wheel loaders, and more to construction companies and contractors across the GCC.

The Challenge

Al Marwan had built one of the GCC’s most recognised names in heavy equipment over four decades. The offline reputation was solid. The digital infrastructure hadn’t been built to match it.
Commercial buyers were moving online, but the channels weren’t set up to capture them. Paid campaigns were running without the targeting discipline needed for a complex B2B buying cycle. And without a clear lead qualification framework, the enquiries coming in weren’t reflecting the quality of buyers the business was capable of attracting.
The goal was straightforward: build a digital operation that reflected the scale and credibility of the business behind it.

Low organic visibility

Commercial search terms were owned by competitors — active buyers couldn’t find them.

Unqualified pipeline noise

High volumes of enquiries consumed sales time without converting to revenue.

Untargeted paid spend

Ads ran without audience discipline. Spend was wasted on the wrong intent.

No content authority

Nothing in place to build trust with sophisticated B2B buyers in long cycles.

The Solution

We didn’t sell channels. We built a single performance engine where SEO, paid, lead-gen and content compound on each other.

01

|

SEO

  • Technical audit and remediation of crawl errors, page speed, mobile usability, structured data, URL structure, and internal linking strategy. 
  • Commercial keyword strategy targeting high-intent search terms across machinery categories and GCC markets
  • On-page optimisation of product, category, subcategory, brand, and landing pages across the website.
  • Link acquisition programme to build domain authority in the heavy equipment sector
02

|

Paid Ads (PPC)

  • Tightly themed Google Search campaigns by machinery category across multiple GCC markets and languages, supported by rigorous negative keyword management. 
  • Remarketing to re-engage users across longer B2B buying cycles
  • Dedicated conversion-focused landing pages tailored to each product category and buying type, including rental and purchase.
03

|

Lead Generation

  • Defined Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) criteria in collaboration with the Al Marwan sales team, maintaining a low CPL and cost per opportunity, which ultimately drove a below-industry-average cost per closed deal. 
  • Redesigned landing pages to capture richer buyer context, including machinery type, budget, timeline, and preferred mode of acquisition (buy, rent, or used equipment). 
  • CRM integration with ad platforms to enable closed-loop attribution, ongoing channel optimisation, and campaign conversion goals based on high-intent funnel stages pushed from the CRM back into the platforms.
  • Automated email nurture sequences for prospects not yet ready to buy
04

|

Content Strategy

  • Reviewed content gaps across key machinery categories
  • Identified opportunities to improve SEO visibility and support buyer decision-making
  • Provided recommendations to improve product page relevance and conversion potential 

The Results

| SEO

12X

More organic users in less than 1 year

+300

Keywords ranking on 1st page

800%

Increase in organic leads

| Paid Ads

140%

Decrease in Google Ads CPL

200%+

More qualified leads

400%

Increase in conversion rate

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Other Players in the Market: Al-Bahar, FAMCO, Johnson Arabia, Dayim Equipment Rental, QER, Galadari Trucks & Heavy Equipment, Al Faris Group

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