The challenge
When ASC came to us, its digital estate had grown to nearly 155 websites, spread across fragmented platforms and external suppliers. Nobody inside the business had full ownership of those assets, a clear view of how they performed or a single point of accountability for them.
Sweeper.com.au itself was old and slow. It carried almost 2,500 pages, and more than 80% of them delivered little or no traffic. The site responded so slowly that it failed basic SEO checks, its architecture made it hard for AI crawlers to read, and organic traffic was falling month on month.
On the paid side, ASC had run the same single lead generation video for a long stretch. The market had seen it so many times that it had stopped working.
Goals
Take back control. Bring nearly 155 websites and a fragmented marketing technology environment under ASC's ownership, consolidate platforms, clarify accountability and move key marketing functions in-house.
Consolidate into one site. Merge ASC's scattered websites, products and content into a structured product library on Sweeper.com.au, with every valuable URL redirected so the business kept its search visibility.
Help customers find the right machine. Make Sweeper.com.au easier to navigate and understand, and lift organic visibility through better structure, content, SEO and answer engine optimisation.
Generate better enquiries. Build paid campaigns that reach commercial and industrial buyers and turn them into sales enquiries.
Build authority. Run a consistent social media and content program that shows ASC's product expertise across its priority industries.
Connect it all. Set one marketing strategy that ties the website, advertising, content and social activity to ASC's commercial priorities and target industries.
What we did
We started with an audit. We mapped every website, platform, supplier and login, reconciled who held what, and managed the transfer of ASC's digital assets into its own control. With ownership settled, we implemented new marketing and sales technology, set up reporting ASC could trust and helped the team bring key capabilities in-house.
From there we led ASC's marketing across strategy, the website, search, paid media, social and content.
Website rebuild and product library
We rebuilt Sweeper.com.au around a structured product library that brought the range from ASC's many sites into one place. We rebuilt the assets we needed, removed a large share of the pages that weren't earning traffic, restructured the rest, fixed site speed and crawlability, and mapped and implemented redirects so the old sites' search equity carried across.
Search and organic growth
We built the search strategy around what commercial buyers search for when they need a sweeper, scrubber or vacuum. That covered keyword research, content planning, site architecture and on-page SEO, with copy rewritten on every page we kept.
Answer engine optimisation
We added structured data across the product library, made ASC's products, categories and locations consistent across the site and its listings, and wrote content that answers the questions buyers ask AI tools when comparing machines.
Local search
With branches around Australia, ASC needs to show up when buyers search locally. We optimised its Google Business Profiles, cleaned up directory listings and improved location-based search visibility across its service areas.
Paid media
We rebuilt ASC's Google Ads and Meta Ads accounts with new campaign structures, audience segments built around ASC's commercial and industrial buyers, and conversion tracking tied to real enquiries. We optimised continually for lead quality and cost.
Creative and ad variation
The biggest lift in leads came from the creative. We replaced ASC's one tired video with a set of new ad variations across video and static imagery, each built for a different vertical ASC sells to.
Each vertical now saw ads made for it, and rotating several strong performers kept the campaigns from wearing out the way the single video had.
Social media and content
We built a consistent content program across Meta, YouTube, Pinterest and industry channels that shows ASC's product expertise and keeps the brand in front of buyers between purchases.
Measurement and reporting
We set up tracking and attribution across every channel and built reporting that connects marketing activity to leads and sales, so ASC can see what's working and move budget to where it performs.
The results
100% of digital assets transferred into ASC's control.
35.3% more leads.
29% more unique website visitors.
168% stronger search performance.
64% lower cost per click.
ASC now owns and manages its full digital estate, with new marketing and sales technology in place and one clear view of performance across its channels.
The rebuilt Sweeper.com.au makes it easier for customers to find the right machine. It reversed the decline in organic traffic without losing the search equity from the old sites, and for the first time ASC is receiving traffic from AI platforms, with some of those visitors becoming leads.
Fresh, vertical-specific creative drove the 35.3% increase in leads, and paid campaigns now reach the commercial and industrial buyers ASC targets at a lower cost per click. With reporting tied to leads and sales, ASC can put its budget where it performs.