Skyreach, national access-equipment marketing programme.
Skyreach is an Australian access-equipment hire firm with branches running from Melbourne to Cairns. Two buyers matter to it: site engineers and project managers who need equipment on an active site quickly, and head-office procurement teams settling panels and ongoing supply contracts. The programme covers both.
Skyreach, a national access-equipment programme from Melbourne to Cairns.
Google Ads is built on capability-led keywords such as EWP hire, elevated work platform hire and access equipment hire, with high-intent ad copy, geo-radius targeting into each branch's regional source market, and capability-statement downloads as a conversion event.
LinkedIn ABM targets civil and commercial construction procurement teams, with capability-content amplification, principal-engineer and senior-leader voice content, project-completion announcements timed to bid cycles, and nurture across the evaluation window.
The supporting collateral covers equipment specifications, safety and compliance documentation, project-portfolio depth, a fast-turnaround quote pathway and the capability statement itself. The site runs on WooCommerce, and both audiences land on the same capability-led architecture and quote workflow.
Branch-market targeting runs across the network, with geo-targeted Google Ads and LinkedIn per catchment, plus a regional employer-brand cadence supporting trades-workforce recruitment.
National access hire, capability + Google Search + LinkedIn.
Trade-buyer + procurement search
Google Ads tuned for trade-buyer + procurement search, capability-led keyword strategy ("EWP hire", "elevated work platform hire", "access equipment hire"), high-intent ad copy, geo-radius-targeted to regional source markets, capability-statement download conversion events. Google Ads →
Civil + commercial procurement audience
LinkedIn ABM tuned for civil + commercial procurement audiences, capability-content amplification, principal-engineer + senior-leader voice content, project-completion announcements timed to bid-cycle, ABM nurture for civil-contractor + commercial-construction procurement teams.
Trade-buyer evaluation collateral
Capability collateral tuned for civil + access-equipment trade buyers, equipment-specification content, safety + compliance documentation, project-portfolio depth, fast-turnaround quote-pathway, capability-statement download.
Branch-market targeting
Branch-market targeting across the network from Melbourne to Cairns, geo-targeted Google Ads + LinkedIn campaigns per branch catchment, regional-employer-brand cadence for trades-workforce recruitment.
Civil + access equipment is a trade-buyer + procurement business.
Access-equipment hire firms compete for two distinct buyer audiences, site-engineer + project-manager trade buyers (need-it-tomorrow access equipment for active project sites) and head-office procurement teams (panel + contract decisions for ongoing equipment supply).
The marketing job is to capture both audiences, high-intent Google Ads + capability-content for trade-buyer search, LinkedIn ABM + senior-leader voice content for procurement-team evaluation. Both feed into the same capability-led website and quote-pathway workflow.
Skyreach ran the integrated national access-hire programme through 121 Group, capability-led Google Ads, LinkedIn ABM, capability collateral, regional source-market targeting.
Skyreach, the access-equipment and lift-hire fleet we drive enquiries for.
What did 121 Group do for Skyreach?
121 Group ran Google Ads, paid social and LinkedIn for Skyreach. The site runs on WooCommerce.
What industry is this construction and property case study in?
Skyreach operates in construction and property. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach construction and property marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Access-equipment, hire, or industrial trade-supply business?
Thirty-minute call. We'll look at your trade-buyer Google Ads posture, your procurement-team LinkedIn cadence, your capability collateral, and your branch-market targeting.