A premium tent-and-structure rental company rebuilt its digital growth program to prioritize high-margin B2B demand (construction, corporate, venue) and implemented a simple marketing operations system (Jotform + CallRail + pipeline reporting) so leadership could clearly connect paid spend to qualified leads and sales outcomes.
Client snapshot
JK Rentals designs and installs engineered temporary and semi-permanent structures, including clearspan and weather-rated options, with turnkey install and strike, plus add-ons like HVAC. Primary buyers include construction project managers, corporate and festival operations teams, and venue managers. The business goal was to grow net-new revenue beyond word of mouth, diversify segments, and improve the customer experience by tightening intake, tracking, and handoffs.
Starting point
JK Rentals had activity in Google Ads, but no confidence. Roughly $10.3K in ad spend over about two months produced one sale, putting pressure on the team to cut the budget before they could diagnose what was actually happening. Baseline Google Ads activity from April 1 to May 31, 2025, included about 108K impressions, 8,556 clicks, an average CPC of around $1.06, and about $9,071 in spend. The real issue was attribution and intent filtering: there was traffic, but the system was not set up to consistently tie paid clicks to lead quality, pipeline stage, or revenue.
What “good” looked like
Success was defined in three practical outcomes that leadership could manage and defend: stop wasting spend on the wrong intent (consumer, wedding, DIY, “buy” traffic), concentrate budget where margin lives (industrial and construction, corporate and venue), and make performance transparent with a repeatable ops loop that connects lead capture and call tracking to consistent stage-based reporting (RFQ → SQL → Quoted → Sold, plus Junk).
Approach
This engagement blended a paid search strategy with a lightweight marketing operations build, enabling the program to be measured, improved, and scaled without guesswork.
Discovery and baseline data pulls
Hickory Grove pulled baseline exports from Google Ads and GA4 to quantify spend and engagement, identify where paid users were landing on-site, and document gaps in the measurement chain. The goal was to replace opinions like “ads feel expensive” with a clear view of intent, lead flow, and where performance was leaking.
Market and keyword analysis built for B2B demand
Keywords were organized into intent pools that matched the business’s highest-value segments: Corporate, Venue, and Industrial and Construction. More than 300 keywords were grouped to separate “ready to rent” intent from early research and low-value browsing, which is essential in categories where consumer queries can overwhelm B2B budgets.
Persona match and campaign map
Keyword themes were mapped to real buyer intent and decision drivers. For construction PMs, the messaging and targeting needed to speak to speed, schedule protection, compliance, and documentation. For corporate and festival operations, it needed to emphasize coordination, clean presentation, tight timelines, and reliability. For venue managers, it needed to highlight quality, a semi-permanent look, and ROI compared to building. This mapping became the blueprint for ad group structure, ad copy, and landing-page alignment.
Google Ads restructure and account hygiene
A cleaner Google Ads architecture was defined to prevent budget bleed and make decisions easier: Commercial, General, and Industrial and Construction campaign groups with ad-group-level intent clustering and responsive search ad asset planning. Guardrails were added for bidding approach, schedules, extensions, and basic geo and device checks. A structured negative keyword strategy was implemented to block low-value intent that commonly contaminates tent and structure rentals, including wedding and backyard party queries, “buy” or “for sale” intent, and misaligned accessory searches that pull budget away from engineered structures and turnkey installs.
Measurement framework and marketing operations build
Conversions were defined to reflect real buying intent, not just clicks. Primary conversions were quote or RFQ form submissions. Secondary conversions were qualified phone calls that exceeded a practical duration threshold (e.g., 60 seconds). From there, the implementation plan connected the tools required to track and report outcomes: Jotform for standardized RFQ intake with hidden attribution fields where possible, CallRail for call tracking, recordings, and outcome tags, and a pipeline model that stages leads as RFQ, SQL, Quoted, Sold, or Junk. This created a shared language between Marketing and Sales and reduced the usual “the leads were bad” debate to something measurable.
The marketing operations process
The tracking and reporting loop was designed to be simple enough to run weekly and strong enough to support budget decisions.
Step 1: Capture traffic source data via UTM and GCLID parameters on the landing page, and pass those values into Jotform hidden fields when possible.
Step 2: Collect leads through a structured RFQ that includes the fields needed to quickly qualify (segment, timeframe, location, size, installation needs).
Step 3: Track calls in CallRail, including the source and keyword (where available), call duration, recordings, and outcome tags.
Step 4: Stage every lead consistently in the pipeline (RFQ, SQL, Quoted, Sold, Junk).
Step 5: Maintain a cadence: weekly search terms review and negatives, plus geo and device checks; monthly executive snapshot showing spend, leads, cost per lead, SQL rate, quote rate, close rate, and revenue or ROI where available.
Deliverables produced
The client received a strategy blueprint and four-week roadmap (55 hours NTE) with a leadership walkthrough format; a campaign structure and ad group intent map across Commercial, General, and Industrial and Construction; an RSA copy system with an ad asset bank (headlines, descriptions, extensions, and landing-path guidance); a negative keyword framework with account, campaign, and ad-group logic; a measurement framework and dashboard concept (tag mapping and reporting model); and KPI and budget scenarios (conservative, base, aggressive) to support leadership decision-making.
Proof points to include in the case study
To keep the story credible and easy to validate, include evidence modules: baseline spend and performance snapshot (April to May 2025), GA4 channel mix showing paid search presence, paid landing page engagement examples (contact and key segment pages), and before-and-after artifacts such as campaign structure screenshots, negative keyword lists (shared and campaign-specific), the Jotform RFQ with hidden attribution fields, and CallRail tracking setup with call outcome tags.
What made this work
Google Ads was not the core problem. Unclear intent filters and weak attribution were. The campaign structure served as a budgeting tool because it defined what the business was willing to fund and what it was willing to block. Negative keywords were treated as a system with ongoing review, not a one-time cleanup. The pipeline staging requirement mattered because without consistent lead stages, marketing ROI stays stuck in the realm of opinion. Finally, better measurement improved the customer experience too: a clean RFQ and call flow reduce friction for buyers and speed up response time for the team.
