We managed this Dutch car-rental company’s Google Ads account. The overview below runs from July 2020 through June 2022, but the first four quarters are at zero: within this window the account ran for about twelve months, from Q3 2021 through Q2 2022. Q3 2021 was the start-up quarter, with about 20 conversions at around €31 per conversion. In Q4 2021 volume picked up: about 370 conversions at around €14. In 2022 cost per conversion was around €10, with about 530 conversions in Q2 2022. Across the whole period: 1.09K conversions on €12.8K of spend, €11.72 per conversion on average.
The first four quarters are at zero. Q3 2021 is the start-up quarter: about 20 conversions at around €31 per conversion. In Q4 2021 volume picks up: about 370 conversions at around €14. In 2022 the yellow line sits around €10, while red volume first drops back to about 170 (Q1) and then rises to about 530 (Q2). The €11.72 is the average across the whole period.
What we did
We started with a thorough analysis and set up conversion tracking properly, so we could measure what the campaigns delivered. After that came a custom strategy and regular management: following performance and adjusting where the numbers called for it.
Was able to work with Feisal for several years in the automotive industry. The goal of our cooperation was to generate as much revenue as possible with online activities for customers in this branch. Feisal has a good outlook and pragmatic approach.
By the numbers
Across the whole period: 42.6K clicks, 1.09K conversions, €12.8K spend and €11.72 per conversion on average. The trend says more than the average. From the first quarter with volume, Q4 2021, cost per conversion dropped from around €14 to around €10 in 2022, about 30% lower.
Cost per conversion per quarter. We don't use the start-up quarter, Q3 2021 (around €31, on about 20 conversions), as the baseline: too few conversions.
Boring, predictable, attributable. That’s what good PPC looks like.
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