The Challenge
GSA Equipment is an outdoor power equipment dealer based in Barberton, Ohio, selling commercial and residential mowers, excavators, and other heavy equipment through their eCommerce store at getmowers.com. While the business had solid products and an established customer base, their online presence wasn’t keeping up with the competition. Their website lacked proper conversion tracking, their Google Ads campaigns were underperforming, and organic search visibility was leaving revenue on the table.
They came to UP Marketing looking for a partner who could take a comprehensive approach — not just run ads, but build a digital foundation that would drive sustainable, long-term growth.
Our Approach
- Website Optimization.
- Conversion Tracking.
- Google Ads.
- Google Shopping.
- SEO.
- Content Strategy.
Website & Conversion Infrastructure
We started with a full audit of the existing website and rebuilt the user experience to focus on conversions. This included implementing proper Google Analytics and conversion tracking so we could accurately measure performance across every channel and campaign. Without reliable tracking data, optimization is just guesswork — so getting this right was the critical first step.
Google Ads & Shopping Campaigns
We built out a structured Google Ads strategy from the ground up, including search campaigns targeting high-intent buyer keywords and fully optimized Google Shopping campaigns to put their products directly in front of customers who were ready to purchase. Campaign structure, bidding strategy, and ad copy were all engineered for maximum return on ad spend.
SEO & Organic Growth
On the organic side, we optimized product pages, category pages, and site architecture for search engines. We created targeted content around high-value keywords in the outdoor power equipment space, building topical authority that translated into steady organic traffic growth. This wasn’t about shortcuts — it was about building a search presence that compounds over time.
The Results
Before UP Marketing
- $4.9 million annual revenue
- 310,000 annual website visitors
- Incomplete conversion tracking
- Underperforming ad campaigns
- Limited organic search presence
After One Year
- $9.2 million annual revenue
- 450,000+ annual website visitors
- Full-funnel conversion tracking
- Profitable Google Ads & Shopping
- 40%+ increase in organic traffic
Within one year, GSA Equipment nearly doubled their revenue — growing from $4.9 million to $9.2 million. Website traffic increased by over 40%, jumping from 310,000 to 450,000 annual visitors. More importantly, that traffic was higher quality, converting at significantly better rates thanks to improved site design and proper tracking infrastructure.
Key Takeaways
GSA Equipment’s story shows what happens when you combine a strong product with a complete digital strategy. Ads alone wouldn’t have done it. SEO alone wouldn’t have done it. It was the combination of a better website, accurate tracking, paid campaigns, and organic optimization — all working together — that produced these results.
