Winches & 4x4 · paid media and SEO
Winchmax
Pulling its weight.
For more than two decades Winchmax has built winches that 4x4 drivers, recovery operators, the emergency services and the military rely on: 12V and 24V electric winches, hydraulic winches, synthetic rope, remotes and the parts to keep them running. From its base at Earsham Hall near Bungay, it sells on winchmax.co.uk in seven languages and on Amazon and eBay. Pivotal first took Winchmax onto Linnworks and, for nearly two years since, has run its Google and Meta advertising and its SEO.
- Return on Google Ads spend
- 23x
- Return on Meta ads in a single month
- 35x
- Tracked keywords ranking first
- 24
Results for Winchmax: 23x return on Google ads spend; 35x return on Meta ads in a single month; 24 tracked keywords ranking first.
“You've just gotta have information on your website, and it's gotta be correct, and Google has to know what it is. That's what we pay Pivotal for.”
Winchmax
The Opportunity
Winchmax grew for years on its reputation alone, with no advertising at all. That works until you want to know what is actually driving sales, or to grow faster than word of mouth allows. Orders, stock and listings needed to run from one place, and then the right winch needed to reach the people searching for one, with every pound of spend measured against what they bought.
The Foundations
Linnworks first. Linnworks referred Winchmax to us, and as a certified onboarding partner we moved it off its old order system and onto Linnworks: sales channels, product listings, shipping rules and order workflows, so every order from the website and the marketplaces lands in one place. Months later, Winchmax's marketing manager summed it up as “so much better than before.”
Data that counts orders, not clicks. Before a penny went on ads we fixed the plumbing: Google Merchant Center and the product feed, consent mode, and Meta tracking that records the value of every order. From then on, every campaign has been judged on the orders and revenue it brings in.
The Growth
Google and Meta, side by side. We run Winchmax's Google Ads, with shopping and search for people looking for a specific winch, and Meta for the 4x4 community, with new audiences and fresh creative every month in a bolder, more playful voice: “Pull smarter, not harder.” More recently the product feeds moved to a specialist feed tool so every product shows with the right price, stock and imagery across Google.
Measured and adjusted every month. Campaigns are checked daily and optimised monthly, with a report and a review with the Winchmax team. Spend has stayed deliberately lean: the job is more orders from the same budget, not a bigger budget.
The Search
SEO that tells Google what everything is. We started with the site's foundations: broken redirects and links, mixed-content errors, missing and duplicate titles and descriptions, alt text, internal linking and a backlink audit. Next came structured data for breadcrumbs, FAQs and the business itself, faster images, and ten product pages rewritten every month.
The Results
In under two years, Winchmax's Google Ads have turned £14,600 of spend into more than 1,250 orders and over £344,000 in sales: a return of 23 times the spend. In one recent month alone, Google returned 27 times its spend and Meta 35 times, with Meta purchases nearly three times the same month a year earlier, on the same budget. In search, 24 of the 40 keywords we track rank first and 33 sit in the top three, including “12V winch”.