Turning Asset Liquidation Into $200K+ Deals: How NAV43 Delivered Predictable, High‑Value Leads for Michael’s Global Trading
Overview
Michael’s Global Trading (MGT) is a Toronto‑based commercial liquidation firm that helps businesses recoup value from office furniture, electronics, and surplus inventory. Although renowned for white‑glove service, MGT relied almost entirely on referrals, making pipeline planning difficult and growth unpredictable.
The PPC and Lead Gen Challenge
Unstable Lead Flow:
Word‑of‑mouth referrals created feast‑or‑famine demand.
- Low Market Awareness: Many GTA businesses were unaware that professional liquidation could turn idle assets into cash.
- Time‑Sensitive Decision Window: Facility managers need solutions during moves, closures, or renovations—a short window where intent peaks.
- Budget Drain Risks: Residential junk‑removal search traffic vastly outnumbered lucrative commercial queries, threatening paid‑media efficiency.
Strategy & Approach
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Deep Keyword Segmentation
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Conversion‑Focused Landing Pages
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Phone‑First Tracking Stack
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Negative Keyword & Budget Protection
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Compelling Creative & Ad Copy
Deep Keyword Segmentation
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- Identified high‑intent, commercial‑only terms across liquidation, furniture decommissioning, e‑waste, and asset recovery.
- Built discrete campaign clusters to match each service line and buyer intent stage.
Conversion‑Focused Landing Pages
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- Launched dedicated pages with clear value propositions, proof points, and rapid quote CTAs.
Phone‑First Tracking Stack
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- Implemented CallRail + HubSpot to capture, record, and attribute calls—the preferred contact method for MGT prospects.
Negative Keyword & Budget Protection
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- Aggressively excluded residential/household terms; broadened match types only after data validation.
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Emphasised potential resale value, speed to quote, and full‑service removal to differentiate from haul‑away competitors.
Results / Outcomes
$200K Deal Won: Closed a single client worth over 20× MGT’s average order value within six months of launch.
- 278 Conversions in 12 Months: Averaging 6 qualified leads per week at an efficient CA$ 130.12 CPL.
- 5%+ Landing Page CVR: Consistently outperformed industry benchmarks after optimization cycles.
Key Takeaways
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Hyper‑segmented, intent‑driven campaigns dramatically cut wasted ad spend in niche B2B markets.
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Aligning conversion tracking with real buyer behaviour (phone calls) unlocks true ROI attribution—vital for high‑ticket services.
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Continuous negative‑keyword management is non‑negotiable when commercial and residential intent overlap.
Ready to capture high‑value lead generation before your competitors do?
Let’s talk about driving predictable, profitable demand for your business.
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