Challenge

AR Recovery is a vehicle transportation and breakdown recovery company based in Essex, England. Before appoaching us, they were struggling with their Google Ads performance. The key issues included:

• Broad keyword targeting: Ads were being shown to users not actively searching for their services, resulting in wasted ad spend.
• High cost per lead: The return was not justifying the expenditure.
• Lack of tracking: Conversion tracking was inaccurate, making it impossible to measure the ROI.
• Website issues: The website was not optimised for conversions. It lacked professional design, clear calls-to-action, trust signals such as reviews, and easy-to-navigate layouts tailored to lead generation

Strategies Implemented

We implemented a multi-faceted approach to improve AR Recovery’s Google Ads performance and lead conversion rate:

• Refined keyword targeting: We focused on high-intent keywords specifically related to vehicle transportation and breakdown recovery. This significantly reduced irrelevant clicks and improved the quality of traffic.
• Ad copy and asset optimisation: We created compelling, benefit-driven ad copy that spoke directly to the needs of their target audience. This included tailored messaging and call-to-actions such as “Get Help Now” or “24/7 Recovery Services”. We added site link extensions, call extensions, and location extensions to improve engagement and provide users with multiple points of contact.
• Conversion tracking: Using Google Tag Manager, we set up proper conversion tracking to monitor form submissions and calls generated from the ads.
• New landing page design: We created a dedicated landing page optimised for conversion. Key features included a professional design that matched the company’s branding, clear calls-to-action, strong trust signals, including reviews and testimonials, and improved load speed.

Results

AR Recovery experienced a dramatic improvement in their Google Ads performance:

• Lead volume: Leads increased by 63%, providing a steady stream of enquiries.
• Cost per lead: The cost per lead dropped by 37%, making their ad spend significantly more efficient.
• Measurable ROI: With conversion tracking in place, AR Recovery can now see exactly how much revenue is being generated from their ads.

This case study highlights the importance of having a data-driven approach and ensuring all aspects of the marketing funnel—from ads to landing pages—are working together seamlessly.