RDI Enclosures
The Keyword Mismatch Problem
The Challenge
RDI Enclosures is a Wisconsin-based manufacturer of prefabricated industrial buildings. These aren't your average storage sheds - we're talking massive custom structures for data centers, telecommunications equipment, and industrial applications. Projects typically start at $4 million.
The Problem
Their Google Ads campaigns were hemorrhaging money. Despite significant ad spend, they were getting flooded with leads for small server racks and IT enclosures - products they don't even sell. The term "enclosure" was attracting completely wrong traffic.
When I analyzed their account, the issue was immediately clear: they were selling buildings but ranking for server racks. The word "enclosure" in the tech world typically means a small cabinet for servers. RDI's enclosures are industrial buildings you can walk into.
The Solution
This wasn't just an SEO problem - it was a fundamental intent mismatch. We needed to completely rebuild how RDI appeared in search results.
What We Did
- Extensive negative keyword lists - Blocked hundreds of terms related to server racks, IT equipment, small enclosures, and consumer electronics
- Intent-focused targeting - Rebuilt campaigns around terms enterprise buyers actually use: "prefabricated industrial buildings," "modular data center structures," "custom equipment shelters"
- 12 location-specific pages - Created regional landing pages targeting key markets where industrial construction is booming
- Landing page redesign - Made it immediately clear these are large-scale industrial solutions, not IT equipment
- Qualification messaging - Added project minimums and typical use cases to filter out unqualified leads before they contact sales
The Insight: Sometimes the biggest wins come from understanding what you don't want to rank for. Eliminating bad traffic can be more valuable than attracting more traffic.
The Results
Within 90 days of implementing the new strategy:
- 47% reduction in wasted ad spend - Stopped paying for clicks from people looking for $500 server racks
- 156% increase in qualified leads - More enterprise buyers, fewer confused IT managers
- Dramatically improved sales efficiency - Sales team stopped wasting time on calls that went nowhere
- Higher average deal value - Leads that did come through were better aligned with RDI's ideal customer profile
Key Takeaway
RDI's problem is more common than you'd think. Many B2B companies use industry terminology that means something different to consumers or other industries. The solution isn't always to rank for more keywords - sometimes it's about being precise about who you don't want to attract.
If your sales team is constantly fielding unqualified leads, the problem might not be your sales process - it might be your search strategy.
Dealing with similar lead quality issues?
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