Website, ads and system. 44 enquiries in month one.
Waihi · Thames · Coromandel · Waikato · Bay of Plenty
Big Snapper Bobcats is a second-generation, family-owned earthmoving business working from yards in Waihi and Thames. At the end of July they had a one-page website with no quote form and no tracking. We gave them the full stack: a new website,Google Ads and Facebook and Instagram ads pointing at it, and the System to reply to every enquiry. August brought in 44 of them.
August 2026, the first full month with the new website and ads. Figures from Google Ads and Meta Ads, NZD excluding GST. Reply time from their CRM, every website quote request from 4 August to 18 September.
A strong brand with nowhere for a customer to land.
Big Snapper does driveways, carparks, farm races, site preparation, bulk earthworks and cartage. Their old website said almost none of that. When someone in Waihi searched for a driveway or a digger with an operator, Google had nothing of theirs to show, and anyone who did find the site had no way to ask for a quote except to ring.
Before · July 2026- One page, about 250 words, and no page for any single service or town
- No quote form, so a phone number was the only way in
- No tracking at all: no Analytics, no Tag Manager, no ad conversion tags
- No photos of real jobs or machines, and no reviews or testimonials
After · live 1 August- Four service pages and five town and region pages, written for how locals search
- A step-by-step quote wizard, plus a call button that's always one tap away on mobile
- Every phone tap and quote request tracked as a conversion in Google Ads and Meta
- Built around the Waihi and Thames yards and the routes they actually drive
A website built to be found, two channels pointing at it, and a system behind it.
Go-ahead on 27 July, website live on 1 August, ads running within days. No long discovery phase, just the pages, the tracking, the campaigns and the follow-up a local earthmover needs.
A page for every job and every town
Earthworks, driveways and hardstand, bobcat and digger hire, and bulk cartage each got their own page. So did Waihi, Thames, the Coromandel, the Waikato and the Bay of Plenty, so Google has something specific to show for each search.
A quote wizard that qualifies the job
One question at a time, about a minute start to finish. The customer picks the job, answers a question specific to it, and gives the address and timing, so Big Snapper knows what they're quoting on before they pick up the phone.
Google Ads, town by town
Search ads for the four core services, with each area ad group pointed at its matching town page. A Thames search lands on the Thames page. We blocked the do-it-yourself machine hire searches and capped the cost per click.
Facebook and Instagram to the region
Ads across the Waikato, the Bay of Plenty and the Coromandel, testing different ad angles. Farm race and driveway ads pulled the strongest response.
The live quote wizard on bigsnapperbobcats.co.nz.
Driveways, site prep and bulk cartage from our Thames yard. Get a free on-site quote.
Illustrative of how each town's search lands on that town's page.
44 calls and quote requests. Neither channel did it alone.
Tap to split by channel. Facebook and Instagram brought the volume, Google brought people searching for a specific job. An enquiry is a tap on the phone number or a completed quote request on the website. Calls made straight from the Google listing aren't counted, so the real total is higher.
What stands out
- 44 phone taps and quote requests in the first month, from a website that went live on 1 August.
- Every website quote request got a reply in under 2 seconds, including the half that came in on a weekend or after 5pm.
- Nearly 32,000 people across the region saw Big Snapper on Facebook and Instagram, at about 18 cents a click.
- Every enquiry counted here is a tracked phone tap or quote request that Big Snapper can check in their own ad accounts.
Every quote request answered in under 2 seconds.
An earthmover spends the day on a machine, and half of Big Snapper's quote requests arrive on a weekend or after 5pm. So the reply can't wait for someone to get back to the office. The System answers straight away, then puts the job in front of Rob with everything he needs to quote it.
website quote requests got an email reply, each in under 2 seconds
arrived on a weekend or after 5pm, and still got that reply
landed in the sales pipeline with the job, address and timing filled in
A reply from their own address
The customer hears back from Big Snapper, not a no-reply robot, and the email names the job they asked about. They know they've been heard before they've closed the tab.
Chat and voice on the website
Visitors can type or talk to an assistant that knows Big Snapper's services and areas. Rob wanted voice on the website only, not on his phone line, so that's how it's set up.
From Big Snapper's CRM, every website quote request from 4 August to 18 September 2026.
Showing up on Google without paying for it.
Ads bring enquiries in straight away. Search rankings take longer, and they keep paying once they arrive. A month in, the early signs are there. The numbers are small, and we'd rather show you them than round them up.
times the site showed in Google search results
for the Waihi area page, average position 9
from two Google reviews, on a profile created 4 August
Google Search Console and the public Google Business Profile, August 2026. 12 of those search appearances turned into a visit, with no ad spend behind them.
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