How an Equipment Attachments Supplier Grew Revenue 205%

Building an owned digital sales channel helped take the equipment attachments supplier from $1.06 million in 2023 revenue to $3.23 million in 2025—with the website generating 68.42% of company sales by Q4 2025.

The challenge

When Eduardo Mora began leading the supplier’s digital growth transformation in 2024, the company had strong products and deep industry knowledge but almost no modern marketing or technology infrastructure.

There was no internal marketing team or established digital acquisition channel. The website was outdated and suffered from technical problems, while most customers came through third-party marketplaces rather than channels the company controlled.

The problems extended beyond marketing. The supplier had no ERP system providing centralized inventory visibility and no CRM for systematically tracking leads, opportunities, and customers. Marketing attribution was limited, Google Ads lacked meaningful conversion tracking, and much of the company’s information lived in spreadsheets and disconnected systems.

The opportunity was not simply to advertise more. The business needed a connected digital growth infrastructure.

The strategy

Rather than treating marketing, e-commerce, sales, inventory, analytics, and technology as separate projects, the work connected them into one system. The objective was to build a customer acquisition channel the supplier owned while making it much easier for customers to identify and purchase the correct attachment for their equipment.

Building the technology and data foundation

A new technology stack was implemented and integrated, including Zoho CRM, Zoho Inventory, Dialpad, CallRail, GA4, Google Ads, Google Merchant Center, Google Search Console, Google Business Profile, Google Tag Manager, Stape.io, and supporting systems.

Data from across the business was centralized through Google BigQuery, creating a common data foundation instead of relying on isolated spreadsheets and platforms. This connected marketing activity with leads, purchases, inventory, customers, and revenue.

Rebuilding measurement and attribution

Google Ads previously operated without adequate conversion tracking. Measurement was rebuilt from the ground up, including online and offline conversion tracking and richer customer and purchase data.

Detailed lead and conversion provenance made it possible to trace where opportunities originated and what happened after acquisition—instead of relying on assumptions about whether marketing appeared to be working.

Making complex products easier to buy

Construction attachments create an unusual e-commerce problem: customers do not always know the measurements required to determine whether an attachment fits their machine.

A compatibility system was built so customers could enter their equipment brand and model and find compatible products without understanding every technical specification. Product titles were redesigned around the information buyers needed to determine fit, and a dynamic shipping system was created to calculate quotes using the variables affecting each order.

Building richer product data

Detailed, structured product information was developed for both customers and Google’s commerce ecosystem. Instead of treating the product feed as a basic catalog export, Google Merchant Center received richer product and compatibility data—helping advertising platforms match products to relevant searches while making the catalog easier for customers to navigate.

Creating owned acquisition and retention channels

Google Ads became a measurable acquisition channel rather than an isolated advertising account. The company also launched its first email marketing campaigns, generating additional revenue from existing customers instead of depending on a new acquisition for every sale.

The results

Metric	Result
2023 company revenue	$1,057,539.61
2024 company revenue	$2,035,435.12
2025 company revenue	$3,230,317.18
Revenue growth, 2023–2025	+205.46%
Website sales growth, 2024–2025	+222.61%
Website share of company sales, Q4 2025	68.42%
Conversion rate change, 2024–2025	+50.75%
Average monthly website visits, 2024	7,283
Average monthly website visits, 2025	15,486
Traffic growth	+112.63%
2024 paid media ROAS	10.05×
2025 paid media ROAS	9.35×
Average monthly ad spend, 2024	$4,626.02
Average monthly ad spend, 2025	$16,032.15

Swipe to view table

By Q4 2025, 68.42% of company sales came through the website—a sales channel that effectively did not exist before the transformation began.

Scaling without sacrificing efficiency

Average monthly advertising spend increased from approximately $4,626 in 2024 to $16,032 in 2025 as the channel proved itself. Despite that expansion, paid media generated a 9.35× ROAS in 2025, compared with 10.05× the previous year.

At the same time, average monthly website traffic more than doubled from 7,283 to 15,486 visits while conversion rate improved 50.75%. The business was not simply buying more traffic: more people arrived, and the website became better at turning those visitors into customers.

Adding AI to the customer experience

Once the underlying product and compatibility data existed, it could support more than analytics and advertising. An AI-powered live chat experience was developed to answer one of the industry’s most common questions: “What fits my machine?”

A customer can provide an equipment brand and model, and the system queries the supplier’s product data to identify compatible products. The AI sits on top of structured company knowledge rather than attempting to invent an answer from a generic language model.

The takeaway

The supplier’s transformation was not the result of one better advertising campaign. The bottleneck crossed marketing, e-commerce, sales, product information, analytics, inventory, customer experience, and technology.

Fixing those systems together created something more valuable than another campaign: an owned, measurable digital growth engine.

This work helped shape the operating model behind Construction Growth Services: find the constraint, connect the systems required to remove it, and measure whether the business actually improves.