B2B / Industrial Equipment

Fanquip

From Hidden to High-Ranking: Fanquip's Digital Transformation

Fanquip is one of Australia's leading manufacturers of industrial fans, ventilation systems, and dust control equipment, supplying engineering-grade solutions to mining, construction, and manufacturing sectors nationwide. Despite a quality product range and decades of industry expertise, Fanquip's digital presence was not reflecting the scale or authority of their business.

When Fanquip engaged Australian Internet Advertising, the brief was clear: improve organic visibility for highly technical industrial search terms, drive qualified B2B leads through Google Ads, and build brand awareness through strategic Meta campaigns — all in a sector where buyers conduct extensive research before making large capital purchases.

The results speak for themselves. Despite significant disruption to organic search results industry-wide from Google's AI-generated summaries, AIA's SEO strategy delivered a measurable step-change in Fanquip's search ranking position — demonstrating real, sustainable SEO authority that compounds over time.

+37%

Improvement in Average Search Position

+1.4M

Annual Search Impressions

+Top 17

Average Google Ranking

Channels Running Concurrently

Platforms Used

•Google Search
•Google Ads
•Facebook & Instagram Ads
•Google Search Console
•Ahrefs

Services Outline

•Technical SEO — full audit and authority-building for industrial search terms
•Content Strategy — engineering-specific keyword targeting and on-page content
•Google Ads Management — high-purchase-intent B2B campaign structures
•Meta Ads Management — upper-funnel brand awareness to engineers and procurement teams
•Monthly Reporting — cross-channel visibility over rankings, traffic and lead quality

The Challenges

1.Highly technical industrial vocabulary requires deep keyword research to match how engineers and procurement teams actually search — generic keyword strategies do not work in this space.

2.B2B purchase cycles in industrial equipment are long and multi-touchpoint, meaning ads must nurture awareness, not just capture immediate conversions.

3.Google's rollout of AI-generated search summaries disrupted organic click-through rates across the entire industrial and B2B sector, affecting clicks even for high-ranking pages.

4.Existing website structure and on-page content had gaps in technical authority signals, limiting Google's ability to rank Fanquip for key search queries.

5.Competitor brands with larger digital budgets were occupying premium ad placements, requiring smart bidding strategies to compete efficiently.

Our Solution

AIA conducted a full technical SEO audit of fanquip.com.au, identifying improvements to page hierarchy, internal linking, and schema markup.

SEO Strategy

•A content strategy was developed around engineering-specific search terms — targeting the language procurement managers and engineers actually use when specifying industrial ventilation equipment.
•This drove Fanquip's average ranking position from 26.5 to 16.7 — a 37% improvement — even as the industry faced widespread organic click declines from Google's AI changes.

Google Ads

•Google Ads campaigns were structured around high-purchase-intent queries — equipment specifications, product category searches, and brand vs. competitor terms.
•Smart bidding was adjusted for Fanquip's longer B2B sales cycle.

Meta Ads

•Meta Ads were deployed for upper-funnel brand awareness, targeting engineers, project managers, and procurement decision-makers in key Australian industries.

Reporting

•Monthly reporting connected SEO rankings, paid traffic, and lead quality — giving Fanquip's management team clear visibility over which channels were driving qualified business enquiries and where budget was performing best.

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