Rubber Tracks Experts (RTE), a mid-market heavy equipment parts supplier, faced intensifying competition that threatened their traditional phone-based sales model. With acquisition costs rising and customer expectations shifting toward digital commerce, RTE needed to evolve quickly without disrupting their established lead generation business. Here's how they partnered with Bonsai to successfully transition to e-commerce while achieving 58% sales growth and generating $400K+ in revenue from just $3-5K monthly ad spend.
Challenge
RTE faced mounting competitive pressure that was driving up acquisition costs across their traditional phone-based lead generation model. As a heavy equipment parts supplier serving the construction industry, they recognized that their historical approach — relying solely on phone sales — was limiting their ability to compete effectively in an increasingly digital marketplace.
The decision to launch an e-commerce site in 2025 represented a strategic pivot toward demand capture, but it also created new challenges. RTE needed to maintain visibility of their established lead generation business while simultaneously building out their digital commerce capabilities. Without unified measurement across both channels, they risked making decisions in silos and missing opportunities to optimize their overall customer acquisition strategy.
Solution
RTE partnered with Bonsai to orchestrate a comprehensive digital transformation that bridged their traditional and e-commerce operations. The strategy centered on creating measurement consistency across both the legacy phone lead generation business and the new e-commerce platform.
Bonsai established robust visibility infrastructure through Google Merchant Center and Search Console optimization, ensuring RTE could capture both paid and organic traffic effectively. This foundation enabled the team to expand their media presence strategically, launching campaigns across Meta and Microsoft platforms with AI-powered ad optimization to maximize reach and efficiency.
A critical component was using RTE's already-existing, first-party data, enabling intelligent automation of media spend across all marketing platforms. This unified approach allowed RTE to make data-driven budget allocation decisions while scaling their digital presence without sacrificing the performance of their established lead generation channels.
Results
RTE's integrated approach delivered exceptional growth while maintaining profitability. The company achieved 58% sales growth year-over-year while preserving their return on investment — a crucial balance during a period of significant business model expansion.
The efficiency of their new digital strategy became evident in their Google Ads performance, where a modest monthly spend of $3-5K generated over $400K in revenue within six months, demonstrating the power of unified measurement and strategic platform optimization in driving scalable, profitable growth.
