Driveeasycar
Rentals
Goa
This is a freelance project I’ve been managing for the past 5 years (and counting).
You could say it’s my passion project—I even handle the domain and website hosting myself.
From graphic design and web development to Google Ads and full-scale digital marketing, I provide end-to-end services to keep everything running smoothly.
Campaign Setup
Project: DriveEasy Car Rentals – Goa
Website: www.driveeasycar.in
Location: Goa
Monthly Budget: Variable (₹20,000 to ₹35,000)
Target Audience: Individuals looking to rent or self-drive cars in Goa
Background
For over three years, we’ve partnered with DriveEasy Car Rentals to manage their Google Ads campaigns with one clear goal: generate high-intent leads through calls and form submissions. The client operates with a flexible ad budget, running campaigns only when cars are available.
Challenges
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No fixed monthly budget; ads run based on car availability.
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Primary goal: drive direct call inquiries and form submissions.
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Initially wasted budget on Google’s Search Partner Network.
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Needed to optimize for actual lead conversions—not just clicks.
Strategy & Execution
Phase 1: Core Campaign Optimization
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Disabled Search Partner Network to eliminate wasted spend.
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Consolidated into one main search campaign with tightly themed ad groups.
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Paused underperforming ad groups after performance review.
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Added strong CTAs like:
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“Get 20% Off on Call Bookings”
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“Free Pickup & Drop”
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“Car Rentals Starting at ₹759/day”
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Implemented a floating call icon on the website, significantly increasing call-based leads.
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Although we tested Call-Only Campaigns, they underperformed and were phased out.
Campaign Setup
Performance Overview (Past 4 Years)
Total Spend:- ₹6,00,000+
Total Conversions:- 5,300+
Average CPC:- ₹14
Average CPA:- ₹112
Form Submissions:- 4,290
Total Calls:- 2,185
Note: "Call from website" was classified as a secondary conversion (estimated 70% success rate), while form submissions remained the primary conversion to allow better bid optimization.
Even with a ₹112 CPA, each successful lead typically results in a minimum 2-day booking at ₹1,100/day, bringing in around ₹2,200 in revenue.
That means spending ₹112 to earn ₹2,200 gives us an approximate ROI of 1,864%—a highly profitable return.
Overall Conversions Breakdown
Phase 2: Expanding into the Luxury Rental Segment
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New Challenge:
The client wanted to expand into the luxury car rental market. However, low search volume for luxury-specific keywords and a shared budget with the high-performing generic campaign posed a threat to visibility. -
Solution:
To solve this, we implemented a two-pronged strategy:
1. Account Segmentation
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We created a separate Google Ads account specifically for the luxury rental campaign. This allowed for dedicated budget control and prevented the high-volume campaign from consuming the luxury segment’s ad spend.
2. Campaign Diversification
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We launched Smart Campaigns and Performance Max Campaigns to:
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Build brand awareness for luxury car rentals.
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Reach targeted audiences through automation and audience signals.
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We also included brand-specific low-volume keywords such as:
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Thar rental
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Fortuner rental
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Luxury self-drive cars in Goa
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Conversions in this new account are being tracked via GA4 imports for better attribution.
Luxury Campaign Overview
GTM Setup for Conversion tracking
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