Indigo Car Hire
case study
OVerview
Indigo Car Hire is a UK based car rental broker, headquartered in Leeds, offering services both domestically and internationally. With access to over 30,000 locations worldwide, they provide a wide range of vehicles - including vans and premium cars, to cater to various customer needs.
The client wanted to increase bookings for specific areas within the UK.
We rebuilt their Google Ads campaigns, completed a full tracking audit and implemented new tracking.
The result: 29% more conversions, 5% increase in traffic and 23% increase in conversion rate.
Objectives
The client wanted to increase bookings for specific areas of car hire. They wanted to focus on customers who need to rent a car without using a credit card. They wanted to target UK customers and customers flying into the UK from abroad.
The activity
Before building out the campaigns, we did a full tracking audit and implemented new tracking for form fills and online bookings. We built out specific Google Ads campaigns for UK customers as well as airport-specific campaigns targeting selected countries.
We built campaigns focussing on keywords related to the specific terms “no credit cards”. We faced the challenge of high CPCs and high competition, especially when traffic dipped due to seasonality. We focussed our attention on getting conversion data pulled into the campaigns. When we had enough data, and understood what keywords generated bookings, we switched to a maximise conversions bid strategy and overlaid this with broad match keyword targeting. This led to us lowering CPCs and increasing both traffic and conversions.
We reviewed all audience insights to fully understand our target market, which allowed us to tailor the ad copy to drive higher engagement and conversion rates.
Results
(blended across all 3 brands)
5%
increase in traffic
29%
increase in conversions
23%
increase in conversion rate
8%
decrease in cost per conversion