53% more conversionsover two years,on a website the ads team never fully controlled.
Oslo Bilutleie rents cars and commercial vehicles in Norway, from short trips for tourists to long-term leases for construction firms. After buying a competing rental company in Jessheim, the owner wanted customers from beyond Oslo. Below is the ad work behind that brief, year by year, including the year the budget did most of the lifting.
- +53%
- Google Ads conversions over two years
- 9,603
- Google Ads conversions on a PLN 438,847 budget
- -20%
- cost per conversion in the early phase, after the rebuild
- 538
- Meta Ads conversions in the second half of 2022
Tourists and construction firms reading the same ads.
Known in the city, unknown past it
The company had sold mostly inside Oslo. Outside the city the brand meant little, and the purchase of a competitor in Jessheim gave it a new location before it had any recognition there. People searching for a rental car in the region had no reason to pick a name they had never seen.
Two buyers with nothing in common
A tourist rents a car for a few days. A construction company leases commercial vehicles for months. Both came through the same account, and a message tuned for one of them loses the other.
Landing pages out of reach
The ads team had no say over the content or structure of the client's website. That limited work on the conversion path and left little room to test new offer variants.
Ad groups by vehicle category, bids set campaign by campaign.
The Google Ads account rebuilt from the ground
Work started in autumn 2020. Ad groups were cut tighter around matched keywords, and each vehicle category got its own messaging. Brand campaigns were separated from the rest, and a dedicated campaign went after searches for competitors' names.
Conversions defined before any bidding changed
The account counted three actions as conversions, from an email inquiry through to a booking on the website. Every campaign optimised for those, and each got a bidding strategy fitted to its own role in place of one setting copied across the account.
Meta carried the offers and the name
Google Ads handled demand that already existed, from brand searches to competitor searches. Meta Ads had a different job: building awareness of the brand and telling current and potential customers about live offers, for private and business buyers alike.
One page the client built for business buyers
Unable to change the main site, the team worked with the client on a single landing page for long-term business rental offers. It collected names and email addresses, which became custom audiences on Facebook. After bookings rose and costs came down, the client signed a contract for ongoing management.
Year one bought efficiency. Year two bought volume.
The study sets each Google Ads year beside the previous one and prints the rise in conversions next to the rise in spend. Both are measured against the previous year, which is why the chart can hold all four bars.
In the first year conversions rose 33% while spend rose 10%, so the rebuild made each conversion cheaper. In the second year the two bars sit side by side at 20% and 19%, and the extra conversions came from extra budget at about the same price. The headline 53% equals the two yearly figures added together. Growth of 33% followed by 20% compounds to more than 53%, and the study leaves the base unstated, so that figure keeps a label of its own in the summary row. The 20% drop in cost per conversion covers the early phase, a shorter window than the first year, and stays off this chart for the same reason. Meta Ads has figures for the second half of 2022 only: 538 conversions on PLN 33,087. The rebrand from Sunndal Bilutleie and the acquisition left no complete history to compare them with.
A rebuild lowers your cost once. Plan the second year around that.
Restructuring an account gives you one step down in cost per conversion, and the step does not repeat. Here the first year brought 33% more conversions on 10% more spend. The second year brought 20% more on 19% more budget. If your plan for year two assumes the efficiency of year one, you will read a healthy account as a failing one and start cutting the campaigns that carry it.
A website you cannot edit still leaves you two controls. You decide which actions the account counts as conversions, and you decide how each campaign bids for them. Past that, ask for one page. A single landing page for your most valuable buyer, here the business lease, is an easier request than a site rebuild, and it can feed your audience lists as well as your conversion count.
This work was delivered by MTA Group, which Zero Fluff Digital is part of, by the same specialists who would work on your account. Every figure here comes from the case study MTA published, republished here with their consent. The reviews behind it are public and verified on Clutch, where clients rate the work rather than the agency describing itself.
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