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How Express Crane Generated 163 Conversions from Google Ads and Built $106,520 in Tracked Pipeline
Background
Express Crane provides crane services for contractors and project teams who need fast, reliable scheduling and clear communication. They had steady demand, but needed a predictable way to generate inbound requests from high-intent searches, then track those leads through to real opportunities and closed revenue.
Before working with Paragon, performance was limited by inconsistent campaign structure and a lack of clean visibility from click to quote to closed job.
Challenges & Goals
The main challenge was driving consistent lead volume without wasting spend on low-intent traffic. In this industry, clicks do not matter if they do not turn into real conversations and quoted jobs.
The goals were to generate qualified inbound leads, lower cost per conversion, and build a trackable pipeline from Google Ads into the CRM so outcomes were measurable.
Process & Strategy
Paragon rebuilt the acquisition system around intent-first search traffic and tight measurement.
High-Intent Google Search Campaign Structure
We organized campaigns by service intent, tightened keyword and match type strategy, and reduced wasted spend with negative keywords and location controls.
Conversion Tracking That Matches Reality
We made sure conversions reflected real actions, like calls and form submissions, so optimization was based on pipeline quality, not vanity metrics.
Ongoing Optimization Cadence
We reviewed search terms, budgets, and bidding behavior weekly, then iterated based on what was actually producing booked conversations and opportunities.
Results
Google Ads performance (Dec 15, 2025 to Jan 11, 2026):
629 clicks
163 conversions
$1.55K ad spend
$9.54 cost per conversion
Conversions increased by 52 compared to the previous period
Pipeline and revenue outcomes tracked in CRM (Jan 6 to Jan 12, 2026):
37 total opportunities created
$106.52K total opportunity value tracked
18 opportunities won
$35.26K in won revenue tracked
48.65% close rate (18 won out of 37 total)
Conclusion
Paragon helped Express Crane turn Google Ads into a measurable pipeline engine. Instead of guessing what was working, they had consistent conversion volume, efficient cost per conversion, and clear tracking from lead to opportunity to closed revenue.
