Scaling Conversions & Reducing Costs for Melbourne Corporate Cars

Melbourne, Australia

Services Promoted:

Corporate Airport Transfers, Chauffeur Services, VIP Airport Transfer

Background

Melbourne Corporate Cars offers high-end chauffeur services catering to corporate executives, VIP clients, and airport travelers in Melbourne. While the service quality was exceptional, the Google Ads campaigns were not delivering optimal ROI. High CPCs and a low conversion rate were limiting growth potential.

The brand approached us with the goal of scaling bookings without disproportionately increasing ad spend.

Objective

  1. Increase qualified booking conversions.
  2. Reduce cost per conversion.
  3. Improve click-through rate and capture more high-intent traffic.

Challenges

  1. Intense competition in Melbourne’s chauffeur and corporate car hire segment.
  2. High CPCs in luxury travel and transport markets.
  3. Campaigns lacking audience segmentation for different booking intents.

Strategy Implemented

  • Advanced Keyword Segmentation

    • Divided campaigns into corporate transfer, airport chauffeur, and VIP travel segments.

    • Removed generic low-intent keywords that were consuming budget.

  • Conversion-Driven Ad Copy

    • Crafted ads highlighting on-time guarantee, professional chauffeurs, and luxury vehicles.

    • Added sitelinks, callouts, and structured snippets for more clickable ads.

  • Bid & Budget Optimization

    • Switched to Maximize Conversions with Target CPA bidding.

    • Shifted more budget toward top-performing ad groups and peak booking hours.

  • Landing Page Improvements

    • Simplified the booking form to reduce drop-offs.

    • Enhanced trust with Google Reviews, corporate partner logos, and safety commitments.

  • Location & Device Targeting

    • Focused ads on Melbourne CBD, business hubs, and airport catchment areas.

    • Increased bids for mobile users searching during travel hours.

Before

After

Metric

Before (Aug 14, 2024 – Feb 9, 2025) 

After (Feb 10 – Aug 8, 2025) 

Change

Clicks

6,420

18,400

+186.6%

Coversions

872

1,350

+54.8%

Cost per Conversion

$21.97

$17.25

-21.5%

 

Total Ad Spend 

$19,200

$23,300

+21.8%

Key Takeaways

  • Conversions increased by 481, improving booking volume significantly.

  • Cost per conversion dropped by over 21%, increasing profitability.

  • Click volume nearly tripled, indicating a stronger market reach.

  • Strategic segmentation and bid optimization delivered sustainable results.

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