BACKGROUND

Toyota Material Handling is a leading provider of forklifts, pallet jacks, and other warehouse equipment. The company serves businesses of all sizes that depend on efficient material handling solutions. Toyota is recognized for its innovation in both traditional and alternative-powered equipment, as well as its customer-first approach to service and support.

Challenge

At the start of 2024, Toyota Material Handling engaged PriceWeber to overhaul its digital media strategy and deliver measurable results. The challenge was to design and manage a performance marketing program that covered the full user journey, from awareness to conversion, while meeting aggressive lead-generation goals tied directly to sales. Campaigns also needed to remain flexible enough to respond quickly to last-minute promotions from the sales team, sometimes going live within days.

Top Objectives

• Deliver at least 50 leads that convert to sales for the new SEnS+ telematics service.
• Generate 3,500 online leads for battery-electric material handling models.
• Increase both engaged sessions and average session duration from paid media by at least 5%.

Solution

PriceWeber built a performance marketing program that integrated paid search, display, programmatic, and social media campaigns. Google and Bing search ads captured high-intent demand, programmatic campaigns drove awareness through the Basis DSP, and Meta ads supported both awareness and consideration. Campaigns were structured around evergreen year-round activity for core products, combined with fast-turn promotional campaigns that launched in as little as three days when sales needed a lift.

Messaging included both product-focused content and broader customer support themes. Leads generated through campaigns were injected directly into Toyota’s lead management platform, giving the sales team real-time visibility. Bi-weekly check-ins with marketing and quarterly reviews with sales and Deloitte ensured close alignment with business objectives and accountability for results.

Tactics Utilized

• Digital media strategy and planning
• Paid search (Google and Bing)
• Programmatic display via Basis DSP
• Paid social media campaigns (Meta)
• Campaign reporting and optimization
• Rapid deployment for promotional campaigns

Results

The campaign delivered strong results across every major objective and additional performance indicators. For SEnS+, the team drove more than 1,000 online leads, with 76 confirmed sales conversions to date, exceeding the target by 52%. Battery-electric campaigns generated 3,329 leads, which represented 95% of the goal. A cancelled sales promotion led the client to consider this objective “not applicable” rather than a miss.

Site engagement metrics far outperformed targets. Engaged sessions rose by 54%, with 22,612 recorded during the reporting period. Average session duration climbed to 38 minutes and 17 seconds, a 364% increase over the prior year. Even accounting for site improvements, the lift from paid traffic was far higher than the 71% increase from organic sources, highlighting the impact of refined targeting and balanced device mix.

Overall, the campaigns produced more than 3,000 online conversions, a 43% increase over the previous year, even though this was not a client-mandated KPI.

Performance Highlights

(June 2024–July 2025)

• SEnS+ Leads: 1,000+ online leads; 76 confirmed conversions (+52% above goal)
• Battery-Electric Leads: 3,329 (95% of 3,500 goal; client considered N/A due to cancelled promotion)
• Engaged Sessions: 22,612 (+54% YoY)
• Session Duration: Avg. 38:17 (+364% YoY vs. +71% organic benchmark)
• Total Online Conversions: 3,000+ (+43% YoY)