Rank Computers is a Mumbai-based IT equipment rental company with 30+ years of experience supplying laptops, desktops, servers, tablets, and other hardware to businesses across India. Known for reliable equipment, fast delivery, and local support in every major city, they focus exclusively on corporate needs rather than personal rentals.
Rank Computers’ long-standing reputation was built through service and referrals, but as the rental market became more competitive, they indulged in Google Ads.
Their previous Google Ads setup pulled in almost 100+ enquiries a month, but less than 1% were relevant, so budget and time were being wasted on the wrong audience.
Our goal was straightforward: get more qualified enquiries.
However, the IT rental market on Google is aggressive — high CPCs, price-first competitors, and a mix of business and personal searches. The only way to win was with focused targeting, communication, and a conversion funnel.
Our Approach
Step 1 - Narrowing Our Location & Product Focus
Rank served 10+ cities, but we started with Mumbai & Pune — cities where Rank had the strongest operational backbone and fastest turnaround times.
Then we narrowed the product set. The keyword data clearly showed that laptop rentals were the highest-intent, good volume, business-driven category.
Step 2 - Keyword Strategy
Before writing a single ad, we filtered keywords based on their intent, and just as importantly, we built a negative keyword list from day one.
This early filtering helped Google understand who not to show our ads to. This is a crucial step when starting with modest budgets.
Most ads in the market used generic phrases and sentences. We took the opposite path.
Our copy spoke directly to company needs and subtly filtered out personal users.
Once someone decided to click on our ad, they landed on a purpose-built page for laptop rentals, catering to businesses in Mumbai & Pune.
We also customised the enquiry form to include:
Devices needed
Number of units
Expected duration
This instantly filtered unserious leads and gave Rank’s sales team more context per enquiry, reducing the back-and-forth dramatically.
We launched in the third week of October 2024 with a ₹30,000 budget for the remaining days of the month.
Even in a competitive vertical, and being halfway through a month, we received 11 enquiries in the first 10 days.
Post-launch, we conducted regular audits. We added negatives, refined ad groups, adjusted bids, paused weak performers, and tightened the funnel. Small optimisations stacked up into meaningful changes.
Here are the results we observed.
November
23
enquiries
[x% qualified leads]
December
23
enquiries
[x% qualified leads]
January
29
enquiries
[x% qualified leads]
February
31
[x% qualified leads]
March
37.5
enquiries
[x% qualified leads]
April
46.5
enquiries
[x% qualified leads]
As a result of this consistent optimisation, their lead volume scaled, the lead quality improved, and acquisition costs dropped.
By April 2025, Rank wasn’t just getting more leads — they were getting the right leads.
Over the span of six months, our campaigns delivered more than 170 business enquiries, while cutting cost per conversion by 50% and improving lead quality month after month.
When Rank Computers approached us, we first advertised for them on LinkedIn before Google Ads.
Within a month of us starting LinkedIn Ads for them, they had more qualified business inquiries than they had seen in the past two years from Google.
Looking for an agency to scale your Google Ads account too? Get in touch with us.
