Case Description
- Search Advertising
The 1st month of advertising
We started the project by setting up and launching search ads. We gathered keywords considering the location and, in particular, the area where the driving schools are situated.
Taking into account the task we got from the client, we gathered targeted keywords, categorized them into groups, and created a search campaign, increasing the bids for the ads targeted at the locations of our client’s driving schools and around:
With a daily budget of 500 UAH, we started with the Maximize Clicks strategy and, after receiving 30 effective conversions, switched the strategy to Maximize Conversions.
Results after 30 days following the launch:
Having spent 6,000 UAH, we got 7,103 impressions and 749 clicks (visiting the website) with an average cost per click of 8.4 UAH and 41 conversions with an average cost per conversion of 153 UAH.
The 2nd month of advertising
We focused our efforts on scaling the search campaign:
- We identified keywords and queries that generated most conversions and combined them into a separate group within the active campaign.
- We noticed that some competitors launched ads targeted at the name of our client’s driving school, attempting to attract potential customers, so we created an additional ad group with brand keywords to keep our warm audiences engaged.
Results after two months of collaboration:
We spent 4,921 UAH and received 97 conversions at 50 UAH each.
Thanks to optimization and working with search queries, we managed to double the number of conversions while reducing the cost per conversion by three times in two months.
- Performance Max
Once the search campaign learnt to achieve desired results and generate effective conversions, we set up a Performance Max campaign. We created three ad groups targeted at different audiences:
- by keywords
- by interests
- by competitor websites
Some ad banner examples:
Results after 30 days following the launch:
We received 48,957 impressions across five Google advertising platforms, 2,616 direct clicks, and 86 conversions at 38 UAH each.
- Local Ads
This type of advertising is targeted at offline visitors and is connected to the Google My Business account. The ads are shown to people located 5 to 7 km around the physical location and are interested in driving courses.
An example of such an ad:
Results after 30 days following the launch:
Having spent 2,547 UAH, we received 840 local conversions (requesting directions on Google Maps and phone calls) at 3.03 UAH each.
Conclusion
Advertising a driving school is a very interesting and relevant niche. The demand for this service has been rapidly growing. Launching and running PPC campaigns requires constant monitoring of the market, competition, and relevant search queries. Optimization, scaling, and regular communication with the client helps make more informed decisions and gradually grow conversions without increasing costs.
