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Transforming Digital Lead Generation for Y Equipment Services

OSLO HQ | B2B Marketing & Lead Generation

Client Overview

Y Equipment Services (YES) is a leading provider
of safe and reliable aluminium scaffolding rental
solutions for industrial and commercial projects.

With 22+ warehouses across India, YES serves
sectors ranging from construction & infrastructure to events and industrial maintenance.

Despite a premium portfolio, the client faced
challenges in generating high-quality inbound
leads at a sustainable cost.

Business Challenges

  • Low brand visibility and underperforming Google My Business (GMB) profiles across 22+ locations.
  • High customer acquisition cost (CPL ~ 1200) with poor conversion rates.
  • ODOO-based website with suboptimal content presentation and limited SEO capabilities.
  • Inconsistent conversion tracking leading to poor campaign optimization.

OSLO HQ’s Strategic Approach

Phase 1
Audit & Insights

Website, keyword mapping, competitive and local SEO audit

Phase 2
Website & Conversion Optimization

High-intent content flow, improved UX, and end-to-end conversion tracking.

Phase 3
SEO & Local Presence

City-focused keyword targeting, local content, and GMB profile optimization.

Phase 4
Performance Marketing

Refined Google & Meta campaigns
leveraging SEO insights for
better ROI.

Results Achieved

Organic Traffic Growth (%)

Cost Per Lead Reduction

Keyword Ranking Improvment (Top 20 SERP)

42%

Increase in organic traffic
in the first quarter

60%

CPL reduced by 60%
to 350–400.

60% 

Monthly inbound leads
increased by ~60%.

03

Top 3 SERP rankings for high-intent keywords like
“Aluminium scaffolding for rent” and city-specific searches.

Key Takeaways

Localized SEO

Localized SEO and content-first
strategies accelerate B2B lead
generation.

Conversion-focused

Conversion-focused website
design is critical for
reducing CAC.

Integrated tracking

Integrated tracking and
analytics enable scalable,
data-driven marketing