Gen4Sale
Gentec group, Townsville. An authorised Genelite master dealer selling generators online, Australia-wide, alongside a hire business and an electrical and instrumentation business: three brands, three platforms, several providers, and nobody holding the whole picture. Since July 2026, Gen4Sale's whole online side runs through me.
issues found and ranked in the opening audit
days from first look to the full register
products live, up from 115
weeks from first audit to live campaigns
Product count from the live store, November 2026.
Gentec group, Townsville: Gentec Electrical & Instrumentation, Gen4Hire and Gen4Sale
Since July 2026, ongoing
Audit, store and catalogue, Google Ads and Shopping, search, pricing, tools, delivery and checkout, supplier order automation, spec sheets
One, the whole way through
The brief
Become a serious national player in generators, judged on sales and leads. In July the store listed 115 products, couldn't be filtered by size, and had no conversion tracking at all.
What was found
The audit checked every page, listing, account and setting across three websites, three Google Business Profiles, Google Ads, Merchant Center, tracking and the domains. The register ran to 104 items, delivered 12 days after the job started. Among them:
- The phone number in the site header displayed the office line and dialled a different number when tapped.
- Twenty-one products showed as back-ordered with no working buy button. Ten more were written up but never published.
- The phase field was recorded on 54 of 115 products, so filtering by it was unreliable.
- The diesel and petrol category pages were built in a way that excluded the entire inverter range.
- Thirty units carried a tracked stock count of zero, so Google and AI shopping tools read a live range as unavailable.
- The ads account was paying for hire, repair, parts, used and competitor searches.
- There was no conversion tracking. Nothing that had ever been spent could be tied to a sale.
- The other two websites had contact pages that went nowhere, and one carried template placeholder text.
What was done
Store and catalogue
All 115 original listings rebuilt: descriptions, specification tables, product names, page titles, search descriptions and image descriptions, plus manufacturer model numbers and Google product categories. The platform has no kVA field, so I built one. That's what made filtering, sorting and the Generator Finder possible. Then the range grown to 589 products, with new supplier brands onboarded end to end, listings written to a house standard with a key specifications block, and spec sheets going onto the listings as downloads. 61 category pages, sorted by size and filterable by kVA. Price-on-application units fixed so Google stopped showing them as out of stock. In October the store got a full rebuild and a new look.
Google Ads and measurement
A 497-term search demand study, then twelve campaigns plus Shopping, live six weeks after the first audit, with hire, repair, parts, used and competitor searches kept out. Conversion tracking for purchases with order value, enquiries, and calls from the site. A $20 delivery charge had been making the listings look dearer than competitors in Shopping, so Merchant Center's delivery settings were rebuilt to show free delivery. In September the account was trimmed hard, to the campaigns that pay their way on margin rather than just revenue.
Search
Demand research showed which sizes people actually search for and how sharply a cyclone lifts demand, and that now shapes the stock and ad plan for the season. Town pages along the Queensland coast, a guides series for food trucks and coffee vans, and product data that Google and AI shopping tools read correctly.
Pricing
A full pricing audit against dealer sheets and live competitors, then catalogue-wide price reviews, margin-checked against buy prices before anything moved, and a supplier negotiation position built from the same data.
Tools
The Generator Finder: sizing calculators for loads, motors, welders and appliances, built on Gentec's own trade formulas and ending in product recommendations. Cyclone Ready: Australian-region cyclone history since 1970 by postcode, with a backup power planner, built to be the page people find when cyclone season comes round. And a delivery check on every product page: put in a postcode, see what it costs.
Orders, delivery and paperwork
Checkout charges the right freight for where the order is going, so buyers don't reach the end with no delivery option. Every order confirmation doubles as a tax invoice, with a PDF copy on the order page. When the office clicks fulfil, the supplier gets the order straight away, with a purchase order as a PDF where they want one and the customer's delivery instructions passed on, without anyone retyping it.
When an order comes in
Six steps, from the product page to the ads that brought the buyer in. Most of them used to be a gap or a manual job.
- Delivery checkedThe buyer puts in a postcode on the product page and sees the delivery cost.
- Right freightCheckout charges for where it's going.
- Tax invoiceThe order confirmation doubles as one, with a PDF copy.
- One clickThe office checks the order and clicks fulfil. That click is the fraud and address check.
- Supplier has itThe order, a purchase order where they want one, and the delivery notes.
- Sale trackedThe order and its value go back to the ads that brought it in.
Why one point of contact matters here
When a supplier price list lands, the change has to go through a pricing review, the store, the Merchant Center feed and the Shopping ads before it earns anything. With one person holding every step, nothing waits on a handover between providers.
How it ran
One point of contact for the lot. Decisions by phone or text, usually the same day. An itemised work log every month: every piece of work dated and described, with checks, verification and reporting carried at no charge. A handover document kept current throughout as the single source of truth.
What's next
Two days on site in Townsville in November: systems set up for the office, and training for the team on the store. Then cyclone season.
Published with Gentec's permission.
Tell me what's going on
Ring me, or send a few lines through the form. If you need something built, I'll come back with a plan and a price, and for a new site that usually includes a first look at it. If you've got sites, ads and accounts spread across a few providers and nobody holding all of it, I'd start with an audit.