Equipment & truck dealers
Get buyers to the right unit with the payment already in their head, and know which ad sold it.
Free playbook · 2026 edition
The Equipment & Trades Marketing Playbook — free.
The marketing approach we use for rental companies, dealers, fleets and trades, written down in plain English. Nine chapters, from your first Google campaign to a monthly scorecard, with the checklists and templates to act on it.
- 9 chapters + 9 templates
- Plain English, no jargon
- Read online or save as PDF
- Written for Canadian businesses
Who it’s for
Businesses that rent, sell, haul or build.
Owners and managers who know their trade inside out and want marketing that’s measured in customers, not likes.
Rental & leasing companies
Fill the yard’s calendar before the season, not during it — and stop paying for clicks from people who wanted to buy.
Trucking & fleet operators
Win freight on your lanes and fill seats with drivers who actually fit — without wasting a dispatcher’s week.
Contractors & trades
Get into the map pack, answer first and book the jobs you want instead of the ones that find you.
What’s inside
Nine chapters. Each one ends in something to do.
- 01
Where your customers actually come from
Search intent vs social, the five-stage funnel, and where each kind of business finds its buyers.
- 02
The website that sells
Speed on a phone, prices and calculators, live availability and the trust signals buyers look for.
- 03
The Google Ads playbook
Campaigns by service and city, keywords that convert, negatives, call tracking, and sizing a budget backwards.
- 04
The Meta ads playbook
Lead forms vs landing pages, creative for each niche, retargeting and driver recruiting.
- 05
Local SEO
Google Business Profile, service-area pages that aren’t doorway pages, reviews and schema.
- 06
Speed to lead & follow-up
A response-time standard, the automation worth having, a CRM that stays simple and a follow-up sequence.
- 07
Seasonality by industry
When rental, dealers, trucking and the trades should push, and when to save the budget.
- 08
Measuring what matters
Cost per lead to cost per customer to revenue, and a monthly scorecard you can fill in.
- 09
A 90-day launch plan
Everything above, sequenced week by week as a checklist you can tick off.
Plus the templates we actually use.
Tick them on screen, or print them and pin them up.
- Landing-page checklist
- Negative keyword starter list
- Budget-sizing worksheet
- Weekly Google Ads routine
- Local SEO checklist
- Follow-up sequence
- Seasonality planner
- Monthly scorecard
- 90-day launch checklist
A look inside
Practical enough to use on Monday morning.
No theory for its own sake. Every chapter explains what to do, why, and what it looks like for a business like yours, with the numbers worked out and clearly marked as examples.
- Rules of thumb we use, labelled as ours
- Worked examples you can redo with your own numbers
- Checklists for every chapter
Get instant access
Read it in the next five minutes.
Tell us where to send it. The playbook opens straight away, and we email you the link so you can come back to it.
- 1
Read it right away
In your browser, on any device, with a chapter menu.
- 2
Keep the link
We send it to your inbox. One email, no mailing list.
- 3
Save it as a PDF
A clean, printable copy: a cover, a page per chapter.
It’s yours. Enjoy the read.
We’ve emailed you the link too, so you can come back to it any time.
Questions
Good to know.
Is it really free?
Yes. Leave your name and email and you can read it straight away. We email you the link too, so you can come back to it.
Is it a PDF?
It’s a web page built to print beautifully: open it, press “Download PDF”, and you get a clean, paginated copy with a cover and a page per chapter.
Will you spam me?
No. You get one email with the link. We may follow up once to ask whether it helped. We don’t add you to a mailing list or share your details.
Who wrote it?
We did — Avi Technologies, a studio in Surrey, BC that builds websites, software and marketing for equipment, fleet and trades businesses. It’s the approach we follow for our own clients.
Is any of it specific to Canada?
The advice works anywhere, but we wrote it with Canadian businesses in mind: Canadian spelling, Canadian seasons, and a note on Canada’s anti-spam law where follow-up email is concerned.
Rather have it done for you?
We build the websites, run the ads and set up the tracking described in the playbook, for equipment, fleet and trades businesses. Tell us where you are and we’ll come back with a plan.