Retail and e-commerce / Advertising
Every search, a different customer
The challenge
The automotive category looks like one audience and behaves like several. A shopper pricing custom rims is nothing like a driver who needs rim repair today, and neither searches the way a tire or alignment customer does. The program had to win the searches with immediate intent, send each customer to the right action, and measure results in calls and form submissions rather than clicks.
- Market
- Retail and e-commerce
- Capability
- Advertising
- Client
- The Wheel Shop
The outcome
0
Conversions from paid search
Result
0.00%
Overall paid search conversion rate
Result
0%
Increase in paid search impressions
What we did
Campaigns and keyword groups were structured by service and by level of intent: custom rims and tires, wheel shops, auto rim repair, rim repair near me, wheel repair, alignments, and the related searches around them. Splitting the account that way let ad copy, bids, and landing destinations match what each customer was actually trying to accomplish.
Search terms, keyword performance, conversion rates, and costs were reviewed continuously. High-intent repair terms carried conversion rates of roughly 14% to 20%, including rim repair near me and wheel repair near me, so budget moved toward the queries most likely to produce a customer action and away from the ones that only produced traffic.
Measurement ran deeper than impressions and clicks. Website key events, form submissions, and telephone calls were tracked as conversions, and channel and campaign reporting showed which audiences, searches, and landing pages were contributing to acquisition. That reporting is what made the budget decisions defensible.
The two primary wheel repair campaigns produced 573 conversions between them. One generated 165 conversions at a 14.65% conversion rate and a $2.11 average cost per click. The larger campaign generated 408 conversions from 4,189 clicks at a 9.74% conversion rate and a $2.18 average cost per click. Across the full period, from March 1, 2025 through September 16, 2026, Google Ads delivered 51,860 impressions, 5,391 clicks, and 574 conversions at an overall rate of 10.65%.
SEO and content ran alongside the advertising, creating relevant destinations for products, services, and the questions customers ask before they buy. Paid media captured the demand that was already in motion. Organic visibility widened the total audience and reduced the reliance on a single channel. Total sessions reached 61,321, up 932%, and total users reached 52,405, up 997%, with paid search contributing 4,116 users, 7,999 views, and 594 key events.
Advertising was measured on calls, forms, and key events, not on clicks.
Intent decides the campaign
A rim repair search and a custom wheel search are two different businesses sharing one storefront. Separating them by intent let every dollar buy the action it was closest to, and let the low-volume, high-intent repair terms get the attention their conversion rates earned.
High-intent repair queries converted at roughly 14% to 20%, well above the 10.65% program average.
Let's turn your demand into measured action
Tell us what you sell and what a customer action is worth. We will tell you which searches we would buy first.