Legend Hire
Legend Hire supplies engineered temporary works equipment to civil, infrastructure and utility projects across Australia. The business was growing and wanted market share, but its digital marketing ran across multiple vendors with no shared plan. Nobody owned the outcome and none of the vendors knew the industry. Legend Hire's own team spent its time coordinating suppliers instead of running the business.
Results
Both channels came down to the same diagnosis. We stripped out the audiences and queries that were never going to convert. Australian visibility climbed and acquisition cost fell together.
Year on year growth in Australian organic clicks
Year on year growth in impression share
Reduction in cost per acquisition
Citation share on tracked core queries in AI search
Solution
Maisona already knew the founders, so the brief ran wider than a channel handover. We reviewed channel strategy and go-to-market execution end to end, then rebuilt delivery under one accountable in-house team. Consolidation on its own cut marketing cost by 27% and grew marketing qualified leads by 25%.
Process
Organic performance looked healthy at surface level, with traffic growing steadily month on month. An audience review told a different story. Most of that growth came from offshore visitors who would never hire equipment in Australia. The numbers rose while the pipeline stayed flat.
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