Client Overview
| Item | Details |
| Business | Town Travelers |
| Industry | Car Rental |
| Service Areas | Uttara, Gulshan, Malibagh (Dhaka) |
| Engagement Start | Early September 2025 |
| Channel | Google Ads (Search, Maps, Performance Max) |
| Objective | Generate consistent, high-intent rental leads |
The Situation Before Bizcope
Town Travelers was already spending on Google Ads before working with us, but the results were weak and unreliable.
Performance Before (July 2025)
| Metric | Result |
| Ad Spend | ~$257 |
| Clicks | 1,620 |
| Conversions | 0 |
| Leads per Day | ~3–5 |
| Conversion Tracking | Incomplete / ineffective |
| Bidding Strategy | Impression Share + Click-focused |
Despite traffic, there was no measurable lead generation and no scalable acquisition system.
The Business Goal
Instead of chasing cheap clicks or impressions, the goal was simple and measurable:
Build a local Google Ads system that delivers consistent, rental-ready leads every day.
Success was defined by:
- Daily inbound leads
- Cost per lead (CPL)
- Call, WhatsApp, and booking intent
- Scalability at low daily budgets
What We Changed (The Turnaround)
1. Fixed Conversion Tracking First
Without accurate conversion data, optimisation is guesswork. We rebuilt the tracking foundation.
| Conversion Type | Tracked |
| Phone calls from ads | Yes |
| Call extension clicks | Yes |
| WhatsApp clicks | Yes |
| Form submissions | Yes |
| Booking confirmations | Yes |
| Google Maps actions (calls, directions) | Yes |
Tracking stack used:
- Google Ads native conversions
- Google Tag Manager
- Call button tracking (full call tracking not available in Bangladesh)
This ensured Google Ads could optimise toward real lead actions, not assumptions.
2. Switched to Conversion-Led Bidding
| Before | After |
| Impression Share | Max Conversions |
| Click-focused optimisation | Lead-focused optimisation |
| Traffic without intent | Traffic with measurable actions |
This single shift allowed the algorithm to prioritise people likely to contact or book, not just search.
Most impactful change:
Using the right keywords and search terms with the right conversion tracking.
3. Rebuilt Keyword Strategy Around Local Intent
We focused on high-intent, location-based rental searches, including:
- “car rental near me”
- “rent a car in Dhaka”
- “airport car rental”
- “monthly car rental”
- “rent a car without driver”
Match type approach:
- Exact match for core intent
- Controlled broad for expansion once data proved profitable
Aggressive negative keyword themes added:
- free
- toy car
- job
- rent-to-own
- uber
This eliminated wasted spend and protected CPL as volume increased.
4. Strengthened Ads With Action-Focused Assets
All major ad assets were implemented and optimised:
| Asset Type | Used |
| Call assets | Yes |
| Sitelinks | Yes |
| Structured snippets (vehicle types) | Yes |
| Location assets (Google Business Profile) | Yes |
Ad messaging highlighted:
- Daily, weekly, and monthly rentals
- Airport pickup
- Chauffeur and self-drive options
- Sedan, SUV, Hiace, and premium vehicles
- Fast response and local availability
5. Local Visibility Through Google Maps & Performance Max
From the beginning, we invested in local presence, not just search ads.
Google Maps (Local campaign) — Last 30 Days:
- Spend: ~$103
- Impressions: 253,000+
- Clicks: 7,500+
- Local actions: 6,900+
- Call clicks: 209
After building a strong Search foundation, we launched Performance Max, which scaled efficiently by driving:
- Store visits
- Calls
- Local actions
- Additional conversion volume at extremely low cost
Results After Bizcope
Performance Snapshot (Nov 28 – Dec 27, 2025)
| Metric | Result |
| Ad Spend | ~$755 |
| Clicks | ~17,100 |
| Total Conversions | 1,269 |
| Cost per Conversion | ~$0.60 |
| Average Daily Spend | ~$30 |
| Average CPL | ~$0.50 |
| Leads per Day | 50+ |
| Estimated Monthly Leads | ~1,500 |
Leads came from a balanced mix of:
- Phone calls
- WhatsApp messages
- Form submissions
- Google Business Profile actions
Lead quality was confirmed by the client as mostly rental-ready customers.
Client feedback:
“Phone keeps ringing.”
Before vs After Summary
| Area | Before | After |
| Leads/day | 3–5 | 50+ |
| Conversion tracking | Weak | Fully implemented |
| Bidding strategy | Impression/Clicks | Max Conversions |
| Keyword quality | Broad & wasteful | High-intent, local |
| Cost efficiency | Poor | ~$0.50 per lead |
| Scalability | Not possible | Stable & scalable |
Why This Worked
- We optimised for leads, not clicks
- We fixed tracking before scaling spend
- We removed irrelevant demand aggressively
- We combined Search, Maps, and PMax strategically
- We scaled only after CPL proved sustainable
This approach turned Google Ads from a cost center into a predictable local demand engine.
Final Takeaway
Town Travelers didn’t need more traffic.
They needed the right traffic with the right intent, tracked correctly.By rebuilding the Google Ads system around conversions, local visibility, and disciplined optimization, we helped transform a struggling account into a 50+ leads/day acquisition channel—on a modest daily budget.
