How Smart SEO & SEM Revved Up Results for an Auto Business

500
Total conversions increased

1,138

Rise in website traffic

180%

Increase in organic conversion rates
123/3

The Challenge

For many local businesses, being great at what you do isn’t enough; you also need to be found online. That was the challenge for a well-established automotive repair and servicing business on Auckland’s North Shore.

Despite having a strong reputation and positive customer reviews, their website wasn’t attracting enough new customers. They needed to improve their online visibility, increase local traffic, and drive more service bookings.

We developed a two-pronged approach, combining SEO for long-term growth with Google Ads for immediate impact.

Over the past 12 months (December 2021 – February 2023), we tracked significant SEO performance improvements while Google Ads drove strong conversion results throughout 2022. These results have positioned the business for continued growth, with ongoing optimisations expected to build on this momentum.

1. SEO Overhaul: Website Optimisation & Content Strategy

To strengthen the business’s organic search presence, we conducted a comprehensive SEO audit using tools like SEMrush, Ahrefs, and Screaming Frog. This identified technical issues and opportunities for growth, which we tackled by: 

  • Improving Site Structure & UX – We collaborated with their web developer to restructure the website for better navigation, faster loading times, and a smoother user experience.
  • Optimising On-Page SEO – Service pages were updated with SEO-friendly metadata, internal linking, and clearer calls to action to increase engagement.
  • Expanding High-Intent Content – We helped the business create new, keyword-focused content, ensuring key services like Warrant of Fitness (WOF), hybrid servicing, and timing chain replacements were well-covered and discoverable in search.
  • Strategic Link Building – With a limited budget (2.5 hours per month), we focused on quality over quantity, securing backlinks from high-authority sources (DA 30+ and low spam scores) to improve rankings.

2. Google Ads: Precision Targeting for Faster Results

While the SEO improvements were laying the foundation for long-term success, Google Ads played a key role in delivering immediate leads throughout 2022. 

  • Smart Budgeting & Scheduling – Data analysis showed peak customer activity between 6:00 AM and 11:00 PM, so we ensured ads only ran during these times—maximising efficiency.
  • Local & Service-Based Keywords – We optimised for location-specific searches like “car mechanic North Shore” and “hybrid car service North Shore”, ensuring ads reached the right audience.
  • Brand Name Protection – We included their business name as a keyword, preventing competitors from intercepting potential customers searching for them directly.
  • Ongoing Optimisation – We continuously refined ad copy, audience targeting, keyword quality scores, and Responsive Search Ads, improving engagement and reducing wasted spend.

A strong mix of SEO and SEM drove rapid and sustained growth, with key performance improvements measured from December 2021 to February 2023: 

  • Organic Traffic Growth – Increased by 1,138%
  • Total Conversions Increased by 500% – The number of completed bookings, inquiries, and other conversion actions across all marketing channels grew 5x.
  • Google Ads Became More Effective – Conversion rates within Google Ads alone improved by 430%, meaning a much higher percentage of ad clicks turned into actual bookings.
  • Bookings Generated – Nearly 1,459 conversions/bookings came directly from Google Ads.

A Closer Look at the Growth

Before partnering with us, their total organic conversions were 270% lower, and their paid conversions were 500% lower. With the right digital strategy in place, they saw: 

  • Total conversion rate across all channels grow by 250%
  • Organic conversion rates increase by 180%
  • Google Ads conversion rates improve by 430%, meaning ads delivered far more qualified leads for the same spend.

And with these strong foundations in place, their digital presence continues to evolve today. 

The Takeaway: Digital Strategy Drives Real-World Growth

For local service providers, strong search visibility is essential for business growth. By investing in SEO for long-term results and Google Ads for quick wins, this automotive business transformed its online presence and turned digital traffic into real customers and revenue.

Looking to get more bookings and build a stronger online presence? Let’s talk.

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Disclaimer: This work was originally undertaken by our team under the name Pure SEO. At The Optimisers, we bring the same expertise and strategic approach—elevated by our ongoing evolution and commitment to delivering even greater results.