In this case study, I’ll discuss promoting an auto repair shop in the local market, specifically in two cities in Ukraine.
Client: Restart Auto Service. Servicing and repair of starters and generators.
Objective: Increase the number of inquiries and calls to Restart Auto Service.
Promotion period: 2 years.
Promotion channel: Google Ads
The following methods were used to receive calls and visitors to the car service centre:
- Google Ads paid search
- Advertising on Google Map
The analysis was conducted during the low season.
Analysis of Results:
1st VS 2nd month
- Increase in calls by 27%
- Decrease in call conversion by 45%
- Reduction in call cost by 30%
- Routes to the auto service increased by 142%
- Increase in route conversion by 3%
- Reduction in the cost of routed paths by 63%
2nd VS 13th month
- Increase in calls by 34%
- Significant growth in call conversion by 656%
- Increase in call cost by 54%
- Routes to the auto service increased by 40%
- Significant increase in route conversion by 688%
- Increase in the cost of routed paths by 48%
13th VS 25th month
- Increase in calls by 12%
- Increase in call conversion by 11%
- Reduction in call cost by 9%
- Routes to the auto service increased by 6%
- Increase in route conversion by 20%
- Reduction in the cost of routed paths by 3%
Conclusion:
Analyzing the results over two years, there is a consistent increase in inquiries and calls to Restart Auto Service. Despite fluctuations in conversion rates and call costs, the company has improved the effectiveness of its marketing goals.
This case study illustrates incremental improvements in results and a successful marketing strategy for Restart Auto Service in the local market.
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Oksana Tymchuk