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3 Strategies, 1 Goal: Achieving 6.8M Impressions and 7,763 Conversions in 12 Months
About Sydney Car King
Sydney Car King, established in May 2020, is a scooter rental company in Sydney. It provides convenient and affordable transportation options to students and full- and part-time professionals in the food delivery sector. They offer a customer-first approach, including free accessories, convenient pick-up and drop-off service, doorstep maintenance, 24/7 road assistance, and complimentary bike washes—creating a seamless rental experience.
Sydney Car King's Challenges
Before partnering with Zeal Digital, Sydney Car King faced several challenges, including low organic ranking for key search terms like “scooter rental Sydney” and “scooter hire,” which limited their reach and organic queries. While they invested in paid advertising, their previous campaigns struggled to convert ad traffic into leads, affecting profitability.
Goals:
- Maximise Visibility: Establish a strong presence across SEO, PPC, and social media channels.
- Improve ROI: Drive high ROI and increase profitability through well-targeted paid channels.
Our Approach
Our integrated campaign utilised a multi-channel strategy, including Google Ads, Facebook ads, and SEO, to drive visibility, organic traffic, and lead conversion.
On- and Off-Page SEO Optimisation
We addressed issues like page load speed, mobile responsiveness, and a lack of structured content hierarchies. Our efforts included optimising meta tags, alt text, images, and their GMB profile to create a strong foundation for future SEO and paid campaigns.
Keyword-Focused Content Strategy
To capture high-intent search traffic, we developed content tailored to high-intent keywords like “scooter rental Sydney’ and “affordable scooter hire,” making it easy for prospective customers to find our client.
Paid Search Optimisation
We streamlined PPC campaigns by focusing on profitable keywords and refined ads to improve click-through rates and reduce costs per lead. This maximised return on ad spend and brought in more qualified leads.
Competitor and Market Analysis
Through extensive competitors (GoGo Scooter Rentals and Scootering) and market research, we identified new keyword opportunities and underserved audience segments. This informed our content creation and ad targeting, giving our client an edge.
Strategy & Execution
Predicting Lead Sources:
We analysed historical data and market trends to forecast lead generation from various channels. This approach allowed us to allocate budgets strategically across Google Ads, Facebook Ads, and SEO initiatives, ensuring maximum visibility where potential customers were most likely to engage.
Avoiding Prospect Fatigue:
To maintain audience interest and engagement, we implemented a schedule for regularly updating ad creatives and messaging. Additionally, our tailored content resonated with different audience segments, reducing ad fatigue and encouraging higher interaction rates.
A/B Testing for PPC and Social Channels:
We employed A/B testing on PPC and social media ads to identify the most effective messaging and design elements. Data-driven insights allowed us to refine our ads for optimised click-through and conversion rates.
Ongoing Performance Monitoring:
We tracked campaign performance across all channels using real-time analytics tools, adjusting strategies to improve outcomes and ROI.
Tangible Business Impact
Google Ads
$94.8K ad spend resulted in 3.72K calls with a CPA of $25.48.
Facebook Ads
Delivered 6.8 million impressions, reaching 605,485 users; generated 3,083 messages through the campaigns.
SEO
Generated 960 organic enquiries; 145 (of 201) keywords rank in the top 10.
| Keyword | Organic Rank |
|---|---|
| Motorbike Rentals | 1 |
| Scooter Rent | 3 |
| Scooters for Rent | 2 |
| Rent a Scooter | 3 |
| Scooter Rental | 3 |
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