1. The Challenge

• Niche Market: Selling heavy construction equipment online in Bangladesh was relatively new and posed unique targeting challenges.

• Awareness Gap: ACI Motors needed to educate potential buyers on the benefits of brands like Lovol, Kobelco, and Case.

• Lead Generation Goals: Beyond branding, the company wanted to drive qualified leads and hit aggressive sales targets.

2. Research & Insights

• Nielsen Bangladesh Findings: Showed digital marketing would be key for reaching both large contractors and individual buyers.

• Audience Profiling: Identified construction firms, real estate developers, and industrial buyers as primary segments.

• Competitive Analysis: Found limited online presence among competing brands, creating an opportunity to stand out.

3. Our Approach

• Phase 1 – Brand Awareness: Focused on highlighting reliability, performance, and cost-effectiveness of ACI’s construction equipment.

• Phase 2 – Lead Generation: Shifted to more direct-response campaigns once a baseline of brand familiarity was established.

• Multi-Channel Strategy: Utilised Facebook, Google, and other local platforms to reach diverse audiences.

• Ongoing Optimisation: Constantly refined targeting, creative assets, and budget allocation to maximise ROI.

4. Key Actions

• Engaging Content Creation: Showcased real-world use cases, customer testimonials, and equipment demonstrations.

• Targeted Media Buys: Used audience insights to pinpoint the right demographics and interests.

• Lead Capture Funnels: Built dedicated landing pages with clear calls-to-action, simplifying the enquiry process.

• Performance Tracking: Monitored KPIs such as cost per lead (CPL), click-through rates (CTR), and overall return on ad spend (ROAS).

5. Results & Impact

• 389% Total Growth: Significant increase in overall sales compared to the starting baseline.

• 25x Return on Ad Spend: Consistent testing and optimisation led to exceptional ROI.

• Broader Market Reach: Expanded brand visibility, positioning ACI Motors as a leading choice for construction equipment.

• Consistent Lead Flow: By the second year, online leads became a major driver of sales, meeting and exceeding annual targets.

6. Key Takeaways

• Strategic Phasing: Building brand awareness first laid a strong foundation for successful lead generation later.

• Effective Targeting: Identifying the right audience—especially in a niche market—was crucial for campaign success.

• Data-Driven Decisions: Real-time monitoring and adjustments kept ROAS high and sustained growth.

• Collaboration with Client: Regular communication with ACI Motors ensured marketing efforts stayed aligned with sales objectives.