What we Achieved
In just 3 months, we have successfully transformed the conversion mix, through restructure and optimisation.
How we got there
Western Cars are a leading provider of private hire vehicles in Derby. They have a diverse fleet of vehicles and offer a range of private hire services. They already have a strong brand presence and are well regarded in the area. Their existing marketing spanned organic and paid socials, as well as across Google Ads.
Challenged by little control and stagnating performance, we looked to transform their digital presence. The existing conversion volume was strong but was dominated by calls into the business, which often were not sales but other enquiry types. Getting confirmed bookings through the website was a key goal.
Restructuring for success
We knew the key was to take advantage of their strong brand and get in front of users who were actively looking for private hire services. Their existing campaigns lacked focus and granularity where needed – meaning our first step was to implement a restructuring process, removing smart campaigns, and moving to a search only model.
Doing this returned fine control to us and led to a decrease in the average cost per click of 48%. This led to an increase in relevant clicks, from users who were actively in-market, driving significant growth in overall conversion volumes.
As we had planned, by targeting in-market users using a new structure, we were able to find users more likely to convert and saw confirmed booking increase significantly.
THE RESULT
Driving Sales Growth: By implementing our strategy, we have seen a significant growth in overall conversion volumes. This isn’t just a number, it’s evidence of the improved targeting, resonating with high-intent audiences and converting better than before.
Changing The Mix: We made optimising for confirmed online bookings a priority, directly resulting in a spectacular level of growth. We drove this by targeting and optimising everything, from our keyword selection, ad copy and bidding systems to maximise visibility for the right users.
Unlocking Cost Efficiencies: Amongst the various improvements we saw, we significantly reduced the cost per conversion (CPA). This reduction really underlined the impact of strategic spending and optimisations, maximising the ROI, and driving truly cost-effective marketing.
