Helping Mining Buyers Find a Provider They Can Trust

The Results
The work helped MSH improve visibility, attract better-fit enquiries, and make its digital presence reflect the strength of the business offline.
One of the clearest signs of improved efficiency was that MSH generated 31 conversions in the first seven months of 2025, matching the full conversion total from 2024 while spending less than the previous full year.
Increase in impressions
Increase in phone calls
Increase in clicks
MSH Already Had the Capability
Mine Services Holdings provides light vehicles, heavy plant, and equipment hire for Western Australia’s mining and civil construction sectors.
The business already had strong fleet capability, industry knowledge, and experience supporting demanding project environments.
Its offer included equipment such as excavators, loaders, skid steers, telehandlers, water carts, and mine-ready vehicles.
MSH had the operational foundation. The next step was making that capability easier for serious buyers to find, understand, and trust.

The Website Was Not Building Enough Confidence
The mining and construction hire market is competitive.
A generic plant hire website is not enough when the buyer is responsible for uptime, safety, timelines, and project risk.
MSH needed to speak more clearly to commercial buyers and procurement teams who care about reliability, responsiveness, equipment quality, and site suitability.
The existing digital presence was not doing enough to show why MSH was a dependable choice for mining, civil, and remote project support.

The Problem Was Trust, Not Traffic Alone
MSH did not just need more website visitors.
The business needed more of the right visitors.
That meant attracting buyers with commercial intent and giving them enough confidence to enquire.
The diagnosis was simple: this was not only a traffic problem. It was a trust and proof problem.
The website needed to answer the questions serious buyers already had:
- Can this provider support mining and construction work?
- Is the fleet reliable?
- Do they understand site conditions?
- Can they respond quickly?
- Are they suitable for remote or demanding project environments?
- What equipment can they provide?
- How do we enquire?
If those answers are not clear, good buyers hesitate or move on.


We Built the Strategy Around Qualified Hire Enquiries
We shifted the digital strategy away from broad visibility and toward commercial-intent demand.
The goal was to reach people already looking for equipment hire support and make it easier for them to understand why MSH was a strong fit.
That meant improving paid search, strengthening website messaging, and building content that supported long-term visibility.
The focus was not on traffic for the sake of traffic.
The focus was better enquiries from buyers who had real project needs.
How We Made the Digital Platform Stronger
We executed a complete overhaul of MSH's market activation,aligning the digital experience with the expectations of top-tier miningoperators.

Clearer Positioning
We positioned MSH around the things buyers care about most in the category:
- Reliability.
- Safety.
- Responsiveness.
- Fleet capability.
- Project support.
- Local WA experience.
This helped move the business away from generic equipment hire messaging and toward a stronger, more credible B2B position.

Higher-Intent Google Ads
We built and managed Google Ads campaigns focused on high-intent equipment hire searches across Western Australia.
The campaigns were designed to reach people actively looking for plant, machinery, and hire support, not just broad audiences with low commercial intent.
This helped the budget work harder by focusing on people closer to enquiring.

Stronger Website Messaging
We refined the website messaging so visitors could quickly understand what MSH offered, who the business supported, and why it was a reliable choice.
The site needed to show more than a list of equipment.
It needed to communicate capability, confidence, and fit for mining, construction, and remote project environments.

Easier Enquiry Path
We improved the website journey so prospective customers could move from interest to enquiry with less friction.
That meant making the next step clearer and helping visitors find the information they needed before contacting the business.
For B2B hire, this matters because serious buyers often want reassurance before they reach out.

Long-Term SEO Content
We developed SEO content around equipment hire and relevant industry topics.
This helped build visibility beyond paid ads alone and created a stronger organic foundation for future search demand.
The content supported topical authority, answered practical buyer questions, and helped the website become more useful over time.

Better Visibility, Better Enquiries, Stronger Efficiency
The new strategy helped MSH improve both visibility and efficiency.
- Clicks increased by 115%.
- Impressions increased by 388%.
- Conversions increased by 41%.
- Phone calls increased by 178%.
- Average cost per click dropped by 46%, and cost per conversion improved by 18%.
Most importantly, the digital platform started doing a better job of reflecting the strength, reliability, and capability of the business itself.
Why the Strategy Worked
The strategy worked because it connected search visibility with buyer intent and trust.
MSH already had the operational strength. The opportunity was to make that strength visible to the right people at the right moment.
By aligning Google Ads, website messaging, SEO content, and the enquiry path, MSH was able to attract better-fit prospects and improve the efficiency of its digital marketing.
This was not just about getting seen.
It was about being seen by the right buyers and giving them a clear reason to enquire.
The Simple Difference
Before the work, MSH had a strong fleet capability, but the website and digital marketing did not fully convey that value.
After the work, the business had a clearer digital platform built around commercial intent, trust, and qualified hire enquiries.
That helped MSH improve visibility, increase conversions, generate more phone calls, and build a stronger foundation for long-term growth.
In One Line
We helped Mine Services Holdings turn its digital presence into a stronger B2B enquiry platform by aligning paid search, website messaging, and SEO content with the priorities of serious mining and construction hire buyers.
SEE OTHER RESULTS
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