Driving Consistent RV Service Enquiries with Google Ads
See how PMGS helped an RV and caravan workshop generate 17 enquiries in 30 days through Google Ads, with verified campaign data and measurable efficiency gains across service-led Search campaigns.
17 Enquiries | 566 Clicks | 10.77% CTR | ≈ 50% Lower Cost per Lead in Best-Performing Campaign
Client overview
Focus RV Group is a Melbourne-based caravan and RV workshop offering specialised services including insurance repairs, caravan servicing, and campervan conversions. The business serves caravan and motorhome owners looking for qualified repair, upgrade and fit-out support, particularly when they need trusted service providers for time-sensitive workshop jobs.
Because the business offers several distinct services with different search intent, it needed paid search activity that could connect the right users to the right landing pages at the right time. Google Ads presented a strong opportunity to capture high-intent searches from users actively looking for insurance repair support, RV services and campervan conversion solutions in Melbourne.
Before optimisation, the main challenge was not simply generating clicks, but generating the right enquiries at an efficient cost. For a business like Focus RV Group, broad RV-related searches can drive traffic volume without producing enough qualified leads, especially when service categories such as insurance repairs and campervan conversions attract very different buyer intent.
The campaign structure also needed clearer performance visibility at the service level so that the budget could be shifted toward the campaigns producing stronger enquiry outcomes. Without that clarity, high-click campaigns could absorb spend while lower-volume but higher-converting campaigns remained underutilised.
PMGS structured the Google Ads account around Focus RV Group’s key service lines so performance could be assessed against user intent rather than treated as one blended traffic source. This made it easier to compare how brand search, RV service queries, insurance repair searches and campervan conversion traffic performed against each other.
The strategic focus was to improve lead quality while keeping the budget concentrated on campaigns most likely to generate enquiries. PMGS also aligned campaign targeting with the business’s service pages so ad traffic had a clearer path from keyword to ad to landing page.
A second layer of strategy involved using bidding models appropriate to each campaign goal. Campaigns focused on enquiries used conversion-led automation, while other campaigns were used to capture traffic and search-term data that could later be refined for stronger conversion performance.
This approach created a practical optimisation framework: identify which campaigns produced conversions efficiently, preserve those gains, and use weaker performers to guide the next round of keyword, ad copy and landing page improvements.
1. Service-Based Campaign Structure
Separate Search campaigns were used for brand traffic, RV-related searches, insurance repairs and campervan conversions so each service category could be measured and optimised independently.
2. High-Intent Keyword Targeting
Campaigns were designed around service-led search intent, helping Focus RV appear in front of users actively searching for workshop support rather than purely informational RV browsing.
3. Conversion-Focused Bidding
Bidding strategies shown in the account included Maximise conversions and Maximise clicks, allowing PMGS to balance lead generation with traffic acquisition and data gathering.
4. Landing Page Relevance
Traffic was directed to relevant service pages such as Insurance Repairs and Campervan Conversions, improving message continuity between the ad and the on-site offer.
5. Ongoing Performance Optimisation
Campaigns were reviewed against conversion rate and cost per conversion, so spend could be shifted toward more efficient services, and underperforming areas could be refined.
This is the most important section on the page. The campaign delivered measurable lead-generation outcomes over the 30-day reporting period from 6 April to 5 May 2026. Across all enabled campaigns visible in the account, Google Ads generated 5,257 impressions, 566 clicks, a 10.77% click-through rate, 17 conversions, a 3.00% conversion rate, and an average cost per conversion of about A$53.47.
Key metrics
17 Conversions | 566 Clicks | 10.77% CTR | 3.00% Conversion Rate | ≈ A$53 Cost per Conversion | Up to ≈ 50% Lower CPL vs Brand Search
Add a Google Ads campaign screenshot displaying campaign-level metrics for impressions, CTR, clicks, conversion rate, conversions, average CPC and cost per conversion. Public-facing versions should blur or crop exact budgets, account identifiers and sensitive interface details.
Every result must be specific and measurable. The figures above are drawn from the visible campaign data in the supplied Google Ads screenshot.
PMGS helped bring more structure to our Google Ads campaigns and gave us better visibility into which services were actually generating enquiries. The results made it much easier to see where we were getting value and where we needed to improve next.
Campaign structure reviewed across brand, RV services, insurance repairs and campervan conversions, with bidding strategy and conversion data assessed at campaign level.
Budget and optimisation attention concentrated around the campaigns demonstrating better conversion efficiency, particularly RV service and insurance repair traffic.
Underperforming search themes, especially in campervan conversions, are identified for deeper refinement through keyword tightening, ad messaging improvements and landing page updates.
The account has established a measurable paid search baseline, with clear evidence of which campaigns are generating the most efficient enquiries and which areas present the next growth opportunity.
Add a Google Ads performance comparison screenshot or a simple before-and-after optimisation table using anonymised values.
Google Ads Management enabled PMGS to structure campaigns around service intent, manage bidding and improve cost per enquiry across the account.
Keyword Research helped separate high-intent repair and service searches from broader RV traffic, supporting stronger conversion efficiency.
Landing Page Optimisation strengthened the message match between ads and Focus RV’s service pages, particularly for Insurance Repairs and Campervan Conversions.
Conversion Tracking made it possible to measure enquiries accurately and compare campaign performance using conversion rate and cost per conversion.
PMGS helped an Australian caravan accessories retailer sharpen Google Ads efficiency with Performance Max and shopping-led campaigns — lifting ROAS, conversion rate, and return from high-intent ecommerce demand.
Read full case study
How PMGS helped a Thomastown smash repair business generate 50+ conversions in 30 days through tightly managed Google Search — intent-based campaigns, Maximise Conversions bidding, and efficient cost per lead on a controlled budget.
Read full case study
PMGS helped a Melbourne design and glass solutions business generate 90+ conversions in 30 days with a tightly optimised Google Ads strategy — concentrating spend on Performance Max while trimming inefficient Search segments.
Read full case study
Every performance gain in this campaign came from clearer targeting, stronger service alignment and ongoing optimisation based on real lead data. Businesses running Google Ads without that structure often generate clicks but miss out on efficient enquiries. Want more qualified leads from Google Ads? Get a free Google Ads audit.
