case study
generated 268 customers for this victorian mobile caravan and weighing company in 12 months!
This Victorian company is working to grow its customer base through highly converting geographically targeted Google Ads. Apart from increased revenue, the priority was to work with a Google Ads company that communicates. Bel. Digital increased Safe to Tow’s monthly leads and lowered CPC in 12 months; Safe to Tow is now routinely booked out three weeks in advance.
11.38% CTR
avg of 11.38% of people who see an ad click on it
268 converts
268 leads converted to paying CX
$25.21 CPC
Each conversion cost avg $25.21
5.7% conv rate
5.69% of people who clicked converted
about the Mobile Caravan and 4WD Weighing company
Safe To Tow is a company dedicated to enhancing road safety and automotive performance. It is led by Leon, a qualified mechanic and Boeing aircraft technician.
Leon’s expertise in weighing vehicles and caravans, diagnosing balance issues, and offering suspension upgrades sets the company apart. His meticulous approach ensures vehicles are safe for towing, earning him a reputation as an industry expert.
The problem
Equipped with the right tools, skills, and knowledge, Safe To Tow is ready to extend its services to neighbouring cities and towns, bringing safe and reliable towing solutions to more clients – which is why they decided to boost their online marketing efforts through the help of Google Ads.
Unfortunately, their first three attempts did not go as expected previously; they entrusted their Google Ads management to agencies that did not fully understand the needs of their business and their respective clientele.
The first one did not correctly set up an effective conversion tracking system.
The second one barely did anything at all and continued to run a faulty campaign.
The third one spent over $1000 with nothing to show for it.
All three agencies overpromised and yet UNDERDELIVERED. They bled the business with valuable resources – time, energy, money – and the results were a far cry from what was promised.
But some disappointments are blessings in disguise. In their frustration, Safe To Tow found Bel Digital. And I guess you can say the rest is history.
what Bel. Digital found
- PMAX campaign used for retargeting, resulting in wasted spend
- Conversion tracking imported from GA4 and key actions like contact/quote forms missing
- Bidding strategy misaligned — Max Clicks used despite sufficient conversion data
- Broad, non-converting keywords included (e.g., airbags, weigh, general terms)
- Weak ad setup — poor RSA strength, inconsistent capitalisation, low CTRs
- No structured negative keyword list; all negatives dumped into one list
- Search term reports showed irrelevant queries (DIY, competitors, brand names) not excluded
- Some campaigns missing ad extensions: callout, call, structured snippets
- Duplicate issues repeated across multiple campaigns without cleanup
- Account lacked clear structure, targeting, and optimisation focus
new campaigns
Paused existing campaigns and launched two new, structured campaigns
keyword research
Conducted detailed keyword research, added audiences and, geo-targeting
negative keyword lists
Created campaign and industry-specific negative keyword lists, including overseas terms
conversion tracking
Cleaned up conversion tracking and removed Google’s automated additions
communication
Reviewed n-grams and removed costly, non-performing terms, and educated client on Ads & GA4
search term audit
Ongoing search term audits – excluded irrelevant, DIY, and competitor terms
our solution
In the process of doing so, we paused the existing campaigns and built two new ones from scratch to regain control and improve performance.
This started with in-depth, specific keyword research and audience setup and followed by precise geo-targeting limited to the client’s service areas.
We also created comprehensive ad assets, including callouts, sitelinks, and structured snippets to improve ad relevance and visibility.
Finally, we maintained open communication with the client, helping them understand GA4 and Google Ads to support better decision-making and budget-planning going forward.
Safe To Tow’s Google Ads performance continues to get better each month. Our goal going forward is to keep refining their campaigns so that they can get the best value for money possible.
results
Since taking over the Safe to Tow Google Ads account, results have consistently improved each month from September 2024 to March 2025. While performance has shown some seasonal variation, September alone saw a 233% improvement compared to the initial month under our management.
Throughout this period, the click-through rate (CTR) has remained strong, staying above 13.07% every month and peaking at 16.13% in March 2025.
The highest recorded conversion rate so far is an impressive 22.58%. As a result of this growth, Safe to Tow has expanded its service offerings to include wheel alignments and suspension services.
Most importantly, the client has expressed how impressed she is with Bel Digital’s customer service and communication, highlighting it as a key part of the successful partnership.
update
Over the 12-month period, Safe to Tow’s Google Ads account delivered consistent performance and strong returns.
From August 2024 to August 2025, the campaigns generated 2,960 clicks and 268 conversions, achieving an impressive average cost per conversion of $25.21 and a conversion rate of 5.69%.
Performance continued to improve month over month, even through seasonal fluctuations.
Since Bel Digital took over management, click-through rates have remained well above industry averages, and conversion quality has strengthened through ongoing optimisation and refined keyword targeting.
After the initial six-month results, the company has continued to expand, now offering additional services such as wheel alignments and suspension upgrades. The owner reports steady growth, a stronger enquiry pipeline, and exceptional communication and support from the Bel Digital team.
Bel has been instrumental in helping us deliver our key online marketing objectives. Customer service is excellent, prompt responses and best of all, Bel is highly experienced and trusted in the digital space. We have kept Bel on for over 6 months now and highly recommend Bel and her team. If you want to take your business to the next level she is well worth a shot!
SAFE TO TOW
Ready to come up with a plan of attack?
