19.80% Conversion Rate. 20 Callouts. £23.41 Per Lead — Mobile Tyre Fitting, UK
The Client
A mobile tyre fitting business serving a defined service area in the UK. They don’t have a shop. They don’t sell parts. They come to you — wherever your car is — and fix the tyre on the spot. Every job starts with a phone call.
That last detail matters more than it sounds. In a niche where Google is flooded with searches for tyre shops, tyre retailers, and fitting centres, reaching the person who specifically needs a mobile callout is genuinely hard. The search volume is limited, the service area is tight, and Smart Bidding doesn’t always handle either of those things gracefully.
Smart Bidding, Wrong Signals, and a Niche That Punishes Vagueness.
Narrow the Target. Feed the Algorithm. Wait for It to Learn.
This account required patience as much as strategy. Getting Smart Bidding to work in a tight geographic niche with low search volume isn’t something you can force — you set the right conditions and let the campaign mature. That’s exactly what we did.
Rebuild Keywords Around Mobile Callout Intent Exclusively
We cut everything that could attract a shop visitor — tyre fitters, garages, fitting centres, retail searches. The account was stripped back to keywords with one meaning: someone who needs a tyre fixed where their car is right now. Flat tyre, puncture repair, mobile fitting — specific, urgent, location-relevant.
Tighten the Service Area and Stop Competing Where It Didn’t Matter
We geo-targeted precisely around the client’s actual coverage area. No wasted impressions outside the zone they could actually serve. Tighter geography meant less irrelevant spend, more relevant auctions, and a cleaner signal for Smart Bidding to work with.
Give Smart Bidding Room to Learn — and the Right Conversions to Learn From
We set conversion tracking correctly, used Target CPA with realistic targets given the local volume, and resisted the temptation to keep changing things mid-learning. In a low-volume niche, consistency during the learning phase is everything. The campaign did struggle initially — that was expected — but we held the strategy and let it mature.
Optimise Ad Copy Around the Urgency of the Situation
Mobile tyre calls are rarely planned. Someone has a flat, they need help now, and they’re scanning the top of the search results. We wrote ad copy that spoke directly to that moment — fast response times, service area specifics, clear call-to-action. Click-to-call front and centre.
The campaign went through a genuine learning period before it clicked. This is what working with a low-volume, geo-restricted niche actually looks like — it’s not always instant. But once the algorithm had enough clean data, the conversion rate hit 19.80% and leads came in consistently at under £25.
The Results — Directly From Google Ads
| Metric | Result |
|---|---|
| Conversion Rate | 19.80% |
| Conversions (Callouts) | 20 |
| Cost Per Conversion | £23.41 |
| Total Ad Spend | £468 |
| Campaign Type | Search — Lead Gen |
| Market | United Kingdom |
What This Account Taught Us
Niche, local lead gen is a different beast. Smart Bidding isn’t plug-and-play when your audience is small and your geography is tight. You need clean intent, precise targeting, and the patience to let the campaign learn without pulling the rug out. When those conditions are met, a 19.80% conversion rate at £23 a lead is what’s possible.