We managed Google Ads for this Dutch car-lease company with offices across the country and both private and business customers. Cost per conversion was high and the number of conversions lagged behind. The second year (Jul 2021 to Jun 2022) brought about 8% more conversions than the first, at about 18% lower cost per conversion.
First without a CMO, then with a new one
No marketing director for a while.
Changes in management left the company without a CMO for a while, which made decision-making difficult. We kept working on the campaigns through that period.
Campaigns refined, budget moved to what returned more.
Once the new CMO was in place, we made clear progress. We steered on lower cost per conversion and more conversions: refining the campaigns, making the ads more relevant and moving budget to areas with better returns.
Through Q2 2021, cost per conversion (yellow) sits around €77 to €81, and in Q3 2021 it peaks at about €95. Conversions (red) move between about 290 and 400 a quarter up to that point. From Q4 2021, cost per conversion drops to about €54 to €61 and conversions climb to about 480 in Q2 2022.
Cost per conversion in the first and last quarter, with a peak of about €95 in Q3 2021 in between. Over the same time, conversions went from about 345 to about 480 a quarter (about +40%).
24 months, 2.91K conversions, from ~€77 to ~€61 per conversion
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.
Boring, predictable, attributable. That’s what good PPC looks like.
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