A 103% increase in conversion rate for an emergency automotive locksmith

An automotive locksmith based in Telford approached us because they felt their campaigns were not delivering results in line with their level of ad spend. They also felt frustrated over the lack of insight they had into the account’s performance.

After a brief account audit, we couldn’t help but agree. With only a few key conversions being tracked and a very basic campaign structure in place, we immediately identified several key areas of improvement.

Ad Spend – Initially set to £500/month
Agency Fee – £220+VAT/month

Implementation

After consulting with the client and forming a greater understanding of their services, we began a Google Ads account rework. This focused on developing a sensible campaign and ad group structure, focused on their core services of emergency car key replacement and automotive locksmith callouts.

Due to the time-sensitive nature of the service our client provides, we implemented a range of ad assets, ensuring that our client stands out on the results page.

Accurate conversion tracking was set up, ensuring that all key conversions such as phone calls and form submissions could be attributed to the relevant ad groups and keywords. With this data in hand, we experimented with conversion-based bidding strategies which helped to further improve the account conversion rate.

Results

During the first six months of campaign management, we experienced positive improvements in all conversion metrics following consistent campaign optimisation.

Comparing account performance year-on-year, we’ve experienced a 133% increase in the total number of conversions, an increase in conversion rate of 103% and a decrease in the average cost per conversion of 52%.

Between September 2024 and November 2024, the campaign has consistently delivered enquiries with an average conversion rate of 13.8%.