Bus Rental Case Study
BUS RENTAL CASE STUDY
PPC Case Study for a Bus Rental Company
In late 2019, a bus rental company out of the mid-west reached out based on a referral from another client for help with their Pay Per Click campaign. They were managing the campaign in house and felt that they were not getting a decent ROI because, as they put it, they didn’t know what they were doing! Based on our initial review, we noticed their cost per click (CPC) was roughly 25% higher than other bus rental companies in nearby areas. We also noticed that their conversion rate was significantly less than what would be expected at their current budget.
Campaign was not set up properly
Keywords were not properly optimized
There were no negatives set up, so they were receiving clicks from irrelevant searches
Poor ad copy
There were no landing pages created for the various campaigns
After a thorough analysis of their website and online presence, we determined the best course of action was to create new and engaging landing pages based on their specific products and services, create a series of short videos explaining what they do and how they are different, we revised the current keyword strategy to focus the campaign on services they truly want to focus on, added over 250 negatives to the campaign to minimize any irrelevant search traffic, revised the targeted geography, and applied our AI technology to the campaign to increase the bid effectiveness.
After 90 days, we saw a significant increase in the number of conversions, whereas the client was averaging 40 conversions a month with half of those being worthless, they were now seeing just under 75 leads per month. These leads were targeting the right traffic, driving their cost per conversion down from over $25 down to $12.