Map active demand
Pace Projects reviewed how workshop-equipment buyers searched on Google and where established competitors were already meeting that demand.
From manual sales to a searchable buying system.
Texas Equipment began with a simple landing page and sales led by calls and referrals. Pace Projects helped build a catalogue, checkout and multilingual acquisition system.
Client
+40%reported first-year revenue
01 / The question
How could buyers find and buy the right equipment without waiting for a sales call?
Texas Equipment sold specialised automotive workshop equipment, but its online presence did not yet support an online purchase journey.
The starting point was a simple front-of-shop landing page. There was no product catalogue connected to a cart or checkout, and the company had not run Shopping ads.
Most sales came through referrals, existing relationships and salespeople calling garages and clients. That approach created business, but it did not make the full range visible when a new buyer searched online.
Pace Projects’ research indicated that Google held a sizeable, high-intent market for this equipment and that major competitors were already active there. The opportunity was to connect that demand to a complete buying path.
02 / The process
Build the buying path, then take it to the demand.
Research identified the channel. Product data, e-commerce and advertising made the channel usable.
Build the catalogue
The product range became a structured online catalogue with product pages, an add-to-cart function and a checkout path.
Reach buying intent
Google Shopping ads put relevant products in front of people already searching for equipment, rather than relying only on outbound sales.
Localise and transfer
Campaigns in multiple languages, including Arabic, and Arabic landing pages extended the system across the UAE and GCC. Pace Projects later helped a marketing manager take ownership.
- 01Product search
- 02Product page
- 03Cart
- 04Checkout
Catalogue + acquisition
One system from product search to checkout.
Pace Projects helped structure the product catalogue and add the missing e-commerce steps. Buyers could move from a relevant product page to a cart and checkout instead of ending at a general landing page.
Google Shopping ads connected product searches to that new path. Social campaigns in multiple languages, including Arabic, and Arabic landing pages supported audiences in the UAE and across the wider GCC.
The system joined work that had previously been separate: product information, market visibility, buying action and follow-up. It also created a process that an internal marketing manager could later run.
Search→Product→Cart→Checkout→Follow-up
03 / What changed
A missing sales channel became measurable.
The engagement added a customer path that did not exist before. Texas Equipment reports more revenue and more contacts during the first year.
The 40% revenue increase is client-supplied; the underlying baseline and report were not provided. Seasonality may have affected the result, and the available measurement does not isolate the cause. The 200% contact increase is also client-supplied; absolute counts, channel mix and attribution records were not provided. The current shop supports the e-commerce context, not the historic baseline or either first-year figure.
04 / Built over time
The work moved from demand to delivery to ownership.
Starting point
Sales depended on people
Texas Equipment had a simple front-of-shop landing page. Word of mouth and salespeople calling garages and existing clients did most of the work.
Research
Google showed visible buying intent
Pace Projects’ review identified a sizeable search market for the equipment and strong competitor activity in Shopping ads. The historical research record still needs to be attached before publication.
Build
The catalogue became a buying path
Products were organised online, then connected to product pages, add to cart and checkout so a buyer could move from search to a purchase action.
Launch
The route expanded across channels and languages
Shopping ads met high-intent search demand. Social campaigns in multiple languages, including Arabic, and Arabic landing pages supported reach in the UAE and wider GCC.
First 12 months
Texas Equipment reported commercial change
The client-supplied account records 40% revenue growth and 200% more contacts through advertised channels. Exact calendar dates and attribution records were not supplied.
Today
The operating system moved in-house
Pace Projects helped onboard a marketing manager to run the process and remains an adviser. The current public site continues to operate as an extensive online shop.
05 / What lasted
A growth system is stronger when the client can own it.
The catalogue, campaigns, landing pages and measurement process created a repeatable operation. Pace Projects then helped a marketing manager take over the day-to-day work and remained available as an adviser.
Map existing intentBuild the buying pathLocalise the journeyTransfer the capability
Pace Projects / E-commerce & multilingual acquisition
Can buyers find, understand and buy from you without waiting for a sales call?
We map the demand, build the missing path and help your team take ownership.
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