Projects.

Mobile Tyre Shop.

Following a run-in with the ‘Sharks’ on the Australian Shark Tank, Mobile Tyre Shop engaged Spicy Web to spearhead their rapid expansion using Google Ads, and a unique 'extreme specificity' approach. This strategy has seen them grow rapidly to a nationwide business, with significant year-on-year growth.

Industries

  • Automotive

Services

  • PPC Advertising
  • Consulting
  • Advanced Analytics
  • eCommerce Development
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Project Background

As Australia's foremost mobile tire-fitting service, Mobile Tyre Shop requires an ever-increasing stream of new customers to fuel its national expansion.

Key Challenges:
  • Mobile Tyre Shop are the market leaders in mobile tyres within Australia, they are leading the charge when it comes to forging a new market category. One major challenge has been attracting and converting customers who are looking for a traditional tyre shop, not necessarily a mobile service.
  • Delivering highly relevant search experiences for users in every location that Mobile Tyre Shop services: Using our TARS, we've been able to roll out thousands of sets of advert copy tailored to specific suburbs around the country. The adverts, and landing pages all related specifically to the search they initially made, this leads them to think they are in the right place.
  • With high growth expectations, key to our relationship is the ability to move quickly and make educated decisions based on data, ensuring an agile and effective management process.
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Since we began working with Mobile Tyre Shop, we’ve increased their overall revenue through Google Ads by over 1577%

↑ 745%

Increase in number of
enquiries through Google Ads over a two year period

↓ 18%

Decrease in cost per acquisition
in over a two year period

↑ 445%

Increase in eCommerce transactions
driven primarily from paid search and SEO since November 2018

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Our Strategy

Extreme Specificity

Central to our overall strategy for Mobile Tyre Shop was ensuring search results including ensuring highly relevant results, cutting navigation steps for the user, and continuously testing and evolving our strategies. We set out to test our keywords, adverts, and landing page experiences quickly, then take action upon the lessons we learned. Rather than manually creating hundreds of landing pages on the client website, we implemented dynamic text fed to the landing pages via Google Ads.

Close Collaboration

Regardless of the technical and strategic implementations involved, the real reason for success with Mobile Tyre Shop is the ‘human element’. We value frequent and ongoing discussions with our clients and work with them as colleagues, not ‘agents’. We actively seek feedback on the value created within our strategies, examining it from the ‘bottom-line’ perspective that our clients hold so dearly, ensuring everything implemented is forward-thinking, efficient, and precise.

Measuring Revenue, Not Just Clicks

We created a tool named 'Conversion Loop' which allows us to compare the online inquiry data against Mobile Tyre Shop's sales data, offering a complete picture of the entire lead process. This enables us to measure not only how many clicks or phone calls are being generated, but also to understand how many real sales occurred, what the overall revenue amount was, and therefore the return on investment over time for each of our paid search campaigns. This visibility allows us to quickly shift budgets where they can be best utilized. Campaigns with the lowest cost per sale, and the highest ROI, were allocated the highest budgets and optimized more quickly.

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Working closely with Spicy Web, I know first hand that their dedication to continuously improving and developing our campaigns has played a tremendous part in Mobile Tyre Shop’s accelerated growth.
Jamie Cartwright, General Manager – Sales & Marketing, Mobile Tyre Shop