This case study outlines how a specialised car service centre increased inbound calls by 656% through a tailored Google Ads strategy, with precise local targeting across Rivne and Volyn regions in Ukraine.
Client: Restart Auto Service. Repair of starters and alternators for cars and heavy-duty equipment.
Objective: Increase calls and enquiries to their network of car service centres.
Campaign duration: 2 years.
Promotion channel: Google Ads
Google Ads for car service: a step-by-step approach
To promote the car service effectively on Google, a paid advertising strategy was developed targeting drivers in two specific regions, as well as those travelling along the international highway passing through both areas.
Market & competitor research. In-depth research was carried out on the local automotive service market, analysing competitor ads, keyword performance, and regional trends to identify the most effective approach for the client.
Keyword & negative keyword mapping. Relevant keywords and negative keywords were carefully selected to ensure ads reached only high-intent users, maximising ad spend efficiency and minimising waste.
Ongoing optimisation. Search term reports were regularly reviewed, with high-performing keywords added and irrelevant ones excluded, resulting in more qualified leads and a higher ROI.
Ad copy testing. Ad copy was regularly refreshed to improve campaign performance, boosting ad rankings, impressions, and click-through rates, and driving more potential customers to the website.
Geo-targeting based on travel radius. The travel radius customers were willing to cover in case of breakdown was analysed, focusing ad spend on areas with real demand to ensure optimal local targeting.
Multi-format campaigns. Search campaigns were run to attract users actively seeking repair services, alongside Google Maps ads to ensure the service centre appeared prominently in local navigation searches.
Campaign results
1st VS 2nd month
- +27% increase in calls
- -45% drop in call conversion rate
- -30% decrease in cost per call
- +142% more route clicks to the garage
- +3% conversion rate for directions
- -63% drop in cost per route
2nd VS 13th month
- +34% more calls
- +656% jump in call conversion rate
- +54% increase in cost per call
- +40% more route clicks
- +688% surge in route conversion rate
- +48% increase in cost per route
13th VS 25th month
- +12% more calls
- +11% increase in call conversion rate
- -9% drop in cost per call
- +6% more route clicks
- +20% increase in route conversion rate
- -3% drop in cost per route
Conclusion
Over two years, Restart Car Service enjoyed steady growth in customer enquiries and inbound calls. Despite some fluctuations in metrics like cost per call, the overall effectiveness of the strategy improved significantly, driving strong and consistent results.
This case proves how a well-executed Google Ads campaign with smart local targeting and a mix of Search and Maps placements can drive measurable business growth even in niche automotive services.
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