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Case study: Motorwise · Google Ads
A Google Ads case study: how we brought spiralling cost per acquisition down for Motorwise, a UK scrap car service, with 6% more conversions.
About the client
Motorwise is a UK scrap and salvage car service based in Poole. A driver enters their registration on motorwise.com, gets an instant online quote for a scrap, damaged or unwanted car or van, and accepts it. The Motorwise website says the approved buyer then phones within four business hours to book a free collection anywhere in the UK.
Motorwise says it works with Authorised Treatment Facilities licensed by the Environment Agency, Natural Resources Wales or the Scottish Environment Protection Agency, and that a Certificate of Destruction is issued for every scrapped vehicle.
The scrap car market is one where people tend to search in a hurry. A car has failed its MOT, been written off or simply reached the end of its life, and the owner wants a price and a collection date without a long process. Because the service is the same wherever the car is, a great many firms compete for the same searches across the country, and clicks in this market can climb in price when several of them bid on the same terms.
That is why the shape of the account matters so much. A business that wins customers by quoting them online lives or dies by the cost of each quote that turns into a collected car. If the account is set up poorly, costs can drift upward long before anyone notices, and the more a business invests in growing, the more that drift costs.
For a business that wins customers by enquiry, cost per acquisition (CPA) is the number that decides whether Google Ads is profitable. Motorwise has been a DPOM client since July 2019: we started with Google Ads, added SEO in January 2020 and social media advertising in May 2021, and look after all three today.
The challenge
Motorwise arrived at DPOM with a difficult set-up in its Google Ads account. CPAs, what each conversion costs, were spiralling to unprofitable levels.
We were asked to iron out the rising CPAs while improving other key metrics, in order to power Motorwise's multi-channel marketing. Cutting spend is the easy way to lower a cost, but it also cuts the enquiries coming in, so the job was to bring CPA down without losing the return.
What we did
Our approach was to level out the foundations of the account while maintaining a positive ROI, which led to further increases in key metrics, and then to look for more conversions in other target areas.
Quality Score is Google's rating of how relevant your keywords, ads and landing pages are to what people search for. It is one of the things that affects the price you pay per click and where your ads appear.
As Quality Score improved and bids and budgets were optimised, costs dropped, which increased ROI.
The results
Quality Score has risen by 35% and average CPA has dropped to record levels. Because of the Quality Score improvements and the optimisation of bids and budgets, costs have also dropped, resulting in increased ROI.
Put together, the account now costs 17% less to run and each conversion costs 17% less, while conversions are up 6% and the conversion rate is up 17%.
What the client said
…he took the time to really understand the unique challenges of our business model rather than try to impose a cookie-cutter approach to our Google PPC. Without exception I have found him approachable, very quick to respond (literally within minutes!) and his team at DPOM have come up with some great initiatives which have kept our CPA down.
Having proved themselves with Google PPC management, I contracted them to assist with our SEO and social media and have enjoyed the same service and great results. I would 100% recommend DPOM for a professional, friendly, result achieving Digital Marketing partner.
More results
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CPA stands for cost per acquisition: the ad cost divided by the number of conversions, such as quote requests or calls. If CPA rises above what a conversion is worth to the business, the ads stop paying for themselves.
Quality Score is Google's rating, out of 10, of how relevant your keywords, ads and landing pages are to what people search for. It is one of the things that affects the price you pay per click and where your ads appear. On this account it rose by 35%.
No. Every account starts from a different place. These figures are what happened for Motorwise, not a promise of what will happen for you.
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