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 nation-wide business, with significant year-on-year growth.


  • Automotive


  • Online Marketing
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Decrease in cost per lead
from Q2 2017 to Q3 2018


Increase in lead volume
from Q2 2017 to Q3 2018


Increase in return on ad spend
from Q2 2017 to Q3 2018

Rapid Expansion

Underpinned by strong lead generation from online marketing, Mobile Type Shop have seen continued investor interest and rapid expansion plans come to fruition in a short span of time. The business now operates in Melbourne, Sydney, Brisbane, the Gold Coast and Adelaide. Year on year growth has been significant, enabled by the paid search strategy implemented by Spicy Web.

Our strategy, dubbed ‘extreme specificity’, is simple; if a user is looking for tyres in a specific location, we ensure they see a relevant advert that drives them to a landing page specifically talking about that location. We ensure ‘end to end’ relevance across all of our touch points and actively monitored all aspects of our strategy.

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Extreme Specificity

The plan dubbed ‘extreme specificity’ consists of three core concepts; being extremely relevant, cutting navigation steps for the user and continuously testing our strategies. We wanted to test our keywords, adverts and landing page experiences quickly, then take action upon the lessons we learnt. Rather than creating hundreds of different landing pages, we implemented dynamic text fed to the landing pages via Google AdWords.

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Close Collaboration

Regardless of the technical and strategic implementations involved, the real reason for success was the ‘human element’. We value frequent and ongoing discussions with our client 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.

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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
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Growing Side by Side

Throughout the period working with Spicy Web to develop their online marketing systems, Mobile Tyre Shop has evolved from being Melbourne-based, to becoming the largest mobile tyre business operating nationally. Month to month growth has been 50-100% each month since the beginning of FY 17-18. Throughout this time, we’ve actively monitored and expanded our strategies to ensure a constant level of ROI.

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Online marketing strategy, creative, and implementation by Spicy Web.