Whilst Drive Perth was already a strong and thriving Perth driving school, their instructors in Bentley and Morley weren’t quite getting as much work distributed to them as the other instructors were.
The ability to geo-target in AdWords made the platform the ideal solution to drive business to the instructors who needed it most.
The biggest competitive advantage that Drive Perth has in the market is that students can begin their lessons from as little as $35 for 2 Lessons (or the first hour free).
This naturally was the main selling point of the ads, ensuring that learner drivers searching for an instructor couldn’t miss this offer, leading to a very strong Click Through Rate despite never bidding high enough to be 1st position for any keywords.
Each area that we were driving business towards was broken down into two different types of campaigns:
Perth Wide: Anyone in the Perth metropolitan area searching for a driving instructor in Morely or Bentley would be able to see the ad, so long as the word “morley” or “bentley” accompanied the search.
Local Radius: We didn’t want to miss out on the Perth or non-geo-targeted search terms, so we set up a tight radius around both Morley and Bentley so that people searching for “driving instructors perth” or “driving schools”, for example, would be able to see Drive Perth’s ads provided they were in that small local radius.