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Google Ads advertising settings for a detailing studio

How to increase the number of conversions by 18% for non-essential services during blackouts

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Input data

Client: a company that provides car body protection, tinting with high-quality films and car styling.

Work period: 18 months.

Team: PPC specialist, project manager, analyst, designer.

Problem: the client approached us with a request to promote the services of a car detailing studio, specifically bookings for protective film installation on vehicles. An additional challenge was the unstable economic situation and power outages, which significantly affected demand fornon-essential services. Therefore, it was necessary to improve the effectiveness of the advertising campaigns without increasing the advertising budget.

Goal: to increase the number of inquiries for the detailing studio’s services and improve the effectiveness of Google Ads campaigns while keeping the advertising budget unchanged.

Tasks:

analyze the current Google Ads account;

identify growth opportunities for the advertising campaigns;

increase the number of forms sent from the site for detailing services;

launch new Performance Max campaigns;

optimize search campaigns and responsive ads;

set up remarketing to bring potential customers back;

analyze search queries and create negative keyword lists;

increase the number of conversions without increasing the advertising budget.

List of works

Audited the existing Google Ads campaigns and identified opportunities for further growth.

Created and launched Performance Max campaigns.

Analyzed and supplemented with appropriate settings campaigns that previously worked in the client's account and had good results.

Optimized responsive ads to achieve better campaign performance.

Created remarketing campaigns to return to the target audience and remind about the company and services provided.

Analyzed search queries and created appropriate lists of negative keywords.

Regularly analyzed the performance of the advertising campaigns and made adjustments based on the data obtained.

Results

Despite challenging market conditions, an unchanged advertising budget, and declining demand for detailing services, comprehensive optimization of the advertising campaigns helped improve their effectiveness and increase the number of conversions.

Comparing the quarterly figures for 2023 and 2024, we have positive dynamics, namely an 18% increase in the number of successfully submitted forms from the site.

In 2023, their number was 190, and in 2024 it increased to 224 under the same advertising budgets and a difficult situation in the country.

We achieved positive results without increasing the advertising budget.

Launching Performance Max campaigns and comprehensively optimizing Google Ads helped improve advertising performance even amid power outages and unstable demand.

Results

Comparing the quarterly figures for 2023 and 2024, we have positive dynamics, namely an 18% increase in the number of successfully submitted forms from the site.

Conclusions

Sometimes it seems that advertising is already working, and there are no more growth points. However, it is always necessary to optimize current campaigns according to Google trends, as well as test new types of campaigns. In particular, in this project, we tested Performance Max, which helped us increase the conversion rate of the service even in times when external factors are unfavorable for this.

A comprehensive approach to Google Ads optimization, regular analysis of campaign performance, and the use of modern advertising tools helped increase the number of conversions without increasing the advertising budget, confirming that even in challenging market conditions, contextual advertising can remain an effective channel for attracting customers.

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