If your business’ growth has outpaced your ability to handle it, it’s likely you need to start thinking about building a scalable digital sales pipeline. Of course, this is easier said than done. This process can be quite the undertaking, and it’s difficult to know where to start. One of our clients had this exact same problem. Momenta Rents is a heavy equipment rental company based in British Columbia, serving a diverse range of commercial clients across various industries, including oil and gas, civil construction, infrastructure, and municipal development. When they decided to overhaul their business’ digital sales structure, they came to us – here’s how we handled it.

The Need for Building a Scalable Digital Sales Pipeline

Known for its well-maintained, late-model equipment and reputation for responsive, relationship-driven service, Momenta Rents had built a strong local presence in British Columbia. However, rapid growth had begun to outpace their traditional sales processes, which relied primarily on in-person visits, referrals, and manual follow-ups; they lacked a structured approach to generating digital leads. 

Their sales team was effective in the field but needed better systems and visibility to track lead sources, follow up efficiently, or scale outreach efforts. With more machines sitting idle during slow rental months and no scalable way to convert online demand into bookings, Momenta Rents approached us to help modernize both its digital presence and internal sales systems.

Along with updating the organization’s sales processes, we optimized the website for lead capture and SEO to support inbound leads. We also set performance benchmarks to evaluate the efficacy of the sales and marketing program. They also lacked a centralized CRM to manage their growing list of inquiries and ongoing deals, so we implemented HubSpot Sales Hub to manage all their leads and provided platform training and best practices.

Our 3 Step Process

At RFDM Solutions, we use a proven three-part marketing and sales framework: Get Found, Look Good, and Stay Top of Mind. This approach addresses a common problem we encounter across the construction industry—the lack of a cohesive strategy that integrates visibility, credibility, and consistent follow-up. Without bringing all three elements together, even well-executed tactics can underperform, especially in fast-paced sectors like equipment rentals, where speed, trust, and clarity are essential for conversion.

Getting Found in Heavy Equipment Rentals

Effective demand generation begins with visibility. For Momenta Rents, we launched a performance-driven digital advertising strategy targeting high-intent search terms, such as “Excavator Rentals BC” and “Heavy Equipment Rentals.” We designed the Google Ads campaigns in this way to target Procurement Managers and Project Supervisors who are actively seeking equipment. To expand reach earlier in the buyer journey, we also ran Facebook Lead Generation Ads aimed at building brand awareness and capturing leads from civil and infrastructure project planners. 

To ensure accurate attribution, we implemented CallRail call tracking to monitor the source and quality of inbound phone leads. We used Google Tag Manager to deploy tracking tags site-wide, while Google Analytics and Search Console provided deep insight into traffic behaviour and keyword performance.

Look Good to Prospective Clients

While a full website overhaul wasn’t part of the project scope, we consulted with Momenta Rents on strategic enhancements to increase lead conversion. This included recommendations for SEO-optimized landing pages by equipment category, stronger calls-to-action, and streamlined lead forms. These changes ensured that both paid and organic traffic had a clear path to conversion.

Staying Top of Mind During the Decision-Making Process

Staying visible beyond the first interaction is crucial. To maintain brand recall and nurture undecided prospects, we executed AdRoll retargeting campaigns that re-engaged site visitors across channels. These efforts ensured that Momenta Rents stayed in front of potential clients throughout their decision-making process.

To further nurture engagement, we also supported the launch of email campaigns aimed at companies planning upcoming infrastructure and civil works projects, helping Momenta stay top of mind throughout the buying cycle.

Behind the scenes, we implemented HubSpot CRM to centralize inbound lead management and provide structured support to the sales team. By integrating HubSpot with all of Momenta Rents’ marketing and tracking tools, we enabled continuous performance monitoring and real-time visibility into pipeline activity. Automated workflows, task management features, and performance dashboards helped streamline follow-up processes, ensuring the sales team didn’t miss any opportunities. Detailed attribution reporting allowed the team to identify which campaigns and channels were driving the highest-value leads—particularly phone inquiries, which remain a key conversion source in the equipment rental industry. 

Project Results

Get Found

Within the first few quarters of the campaign, the integrated digital strategy delivered strong visibility across search platforms, resulting in over $2 million worth of new deals added to the sales pipeline. Google Ads performance exceeded expectations, achieving a click-through rate of over 10%—more than double the original target of 5%. This allowed Momenta Rents to capture critical market share in British Columbia, particularly during months that had historically seen lower rental activity. On the organic side, SEO improvements and new content led to steady increases in impressions for high-value service-related queries. Google Analytics data confirmed longer time on site and increased engagement on key equipment pages, signalling improved traffic quality and relevance.

Look Good

With a consistent stream of SEO-informed content and optimized landing pages, Momenta Rents saw improvements in both visibility and user experience. The branded equipment pages and regional ad landing pages helped strengthen message alignment across platforms, while better site architecture contributed to stronger engagement metrics. Weekly and monthly reporting meetings enabled both teams to analyze the engagement data and continuously refine the campaign. These ongoing optimizations ensured that digital efforts not only attracted traffic but reinforced credibility with prospective customers.

Stay Top of Mind

The implementation of HubSpot CRM transformed the sales process by enabling structured follow-up sequences, reducing lead response times, and giving leadership a real-time view of deal flow and team performance. By integrating HubSpot with CallRail, we were able to trace inbound phone inquiries—Momenta Rents’ most valuable lead source—back to their original campaigns. These insights allowed the team to reinvest the budget into the highest-performing channels. In parallel, email campaigns targeted at companies planning infrastructure and civil works projects kept Momenta Rents in front of decision-makers throughout their buying cycle, helping to nurture long-term opportunities and maintain momentum in a competitive market.

The Road to Building a Scalable Digital Sales Pipeline

Our partnership with Momenta Rents marked a successful transition from a legacy, relationship-driven sales model to a scalable, digitally enabled system for lead generation and deal management. By implementing a high-performance ad strategy, centralizing sales through HubSpot, and laying a robust foundation for tracking and optimization with tools like CallRail, Google Analytics, and Tag Manager, we helped Momenta Rents create a reliable pipeline for growth. This integrated approach not only increased short-term revenue but also positioned the company for long-term success in an increasingly competitive rental market.

If you’re concerned about building a scalable digital sales pipeline of your own, take the first step and contact us for a free consultation!