AIIMS Group Case Study · Global Growth Infrastructure
Australian authority. Global infrastructure.
How AIIMS connected search, conversion-led websites and market-specific campaigns to support Elephants Foot Group’s next stage of international growth.
$41
Reported cost per lead
Paid-search campaign snapshot
11%
Reported conversion rate
Lead-generation campaign snapshot
9
Group entities
Across five countries
2
Purpose-built websites
Australian and global audiences
TL;DR
Elephants Foot already had five decades of operational authority. AIIMS built the digital structure needed to translate that authority across two distinct buyer journeys: Australian service demand and international growth.
Google Search
Microsoft Advertising
Technical SEO
Content Strategy
Two Web Properties
Conversion Landing Pages
The Client
End-to-end waste management, built over generations.
Established in 1976, Elephants Foot Group operates across chute systems, waste equipment, consulting, service and maintenance. That vertically integrated model gives property, development and government buyers access to connected expertise across the life of a project.
The global business now presents nine entities across five countries, with project credentials including W Hotel, City of Melbourne, Canberra Hospital and Western Sydney Airport. Its expansion story needed a digital presence with the same scale and clarity.
- Sector
- Waste management systems and infrastructure
- Markets
- Australia and selected international markets
- Audience
- Developers, facilities teams, strata, councils and government procurement
- Websites
- elephantsfoot.com.au and elephantsfoot.com
The Challenge
Market authority does not automatically travel.
Elephants Foot had experience, technical depth and landmark projects. The gap was the digital infrastructure required to make that credibility legible to new buyers in new markets.
A single generic website could not serve every purpose. Australian facilities teams needed detailed service information and local relevance. International developers, government stakeholders and partners needed a concise global proposition backed by proof.
Paid acquisition also needed to protect budget quality. Commercial waste searches can be broad, so campaigns had to separate genuine project intent from low-value consumer enquiries and direct each click to a page built for that need.
The AIIMS Approach
One growth system. Two market experiences.
01 · Web Architecture
Separate the Australian and global buyer journeys.
AIIMS supported two distinct web properties. The Australian site carries deep service, technical and local-search content. The global site presents the group structure, international proposition, landmark work and strategic partnerships.
02 · Paid Search
Capture commercial intent with tighter control.
Google and Microsoft search campaigns were structured around high-intent commercial, industrial and government queries, supported by disciplined negative-keyword management and messaging focused on compliance, reliability and whole-of-life value.
03 · Organic Search
Build authority across the Australian demand journey.
Technical SEO, service-page optimisation, schema, content production and authority development strengthened the Australian domain around the questions facilities managers, developers and strata buyers actually search.
04 · Conversion
Match every paid click to a relevant next step.
Campaign landing experiences were aligned to service and buyer intent, with clearer proof, focused calls to action and reduced friction. Traffic was not sent indiscriminately to a generic homepage.
The Results
A measurable acquisition layer beneath the expansion.
The supplied campaign snapshot reported qualified lead generation at a commercially controlled cost, while the two-domain system gave Elephants Foot a clearer platform for both domestic demand and international credibility.
$41
Reported paid-search cost per lead
A result tied to high-intent search campaigns and purpose-built landing experiences.
11%
Reported conversion rate
Evidence that the campaign message and landing experience were reaching relevant buyers.
Reporting note: Paid-media figures reflect the source campaign snapshot supplied for this case study. The original source did not specify a reporting date range, so no unsupported period has been added. Corporate scale and project credentials reflect Elephants Foot Global’s published information. Historical results are not a guarantee of future performance.
Digital Presence
Two domains. Two jobs. No diluted message.
Australian Market
Service depth and local demand.
The Australian site organises the group’s chute solutions, equipment, consulting, service and care offer for facilities, strata and development audiences. It supports detailed content, local SEO and equipment discovery.
Visit elephantsfoot.com.auGlobal Markets
Group scale and international credibility.
The global site presents nine entities, five countries, landmark projects and strategic expansion signals for governments, developers, partners and international procurement audiences.
Visit elephantsfoot.comFrequently Asked Questions
The strategy, made clear.
Why did Elephants Foot use two separate websites?
The audiences and jobs were different. The Australian domain needed detailed service content and local search relevance, while the global domain needed to communicate group scale, international proof and partnership potential. Separating them reduced message dilution.
Which marketing services did AIIMS provide?
The programme covered Google Ads, Microsoft Advertising, technical and content SEO, website strategy and development support, schema, campaign landing pages and conversion-focused information architecture.
What results did the paid-search campaigns report?
The source campaign snapshot reported a $41 cost per lead and an 11% conversion rate. The source did not specify the exact reporting period, so the results are presented as a snapshot rather than an annual or lifetime figure.
How does this infrastructure support global expansion?
It gives each market a clearer entry point, makes the group’s proof easier to understand, creates a measurable acquisition path and allows campaigns, content and landing experiences to be adapted without weakening the established Australian presence.
Jason FaragAccount Lead
Melissah KocoskiSEM Manager
Raynal SharmaSEO Manager
Julie-Nicole VourliotisSocial Ads Manager
Tun Tun TaukSEO Analyst
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