Reviving Google Ads Performance & Scaling Conversions 3.5x

Driving Mobility specialises in wheelchair-accessible vehicles (WAVs) and custom vehicle mobility modifications. Operating in a high-consideration, specialised market, accurate conversion tracking and high-quality leads are critical to sustainable growth.

When Brighta took over the Google Ads account in Q3 2025, performance had stalled – despite tracking being “in place.”

Key Stats

0 x

Growth in lead volume

10 %

Reduction in CPL (cost per lead)

0

Average conversions per week

The Challenge

The account had become unstable and inefficient.

The issue wasn’t a lack of tracking.
 It was that the account was optimising toward the wrong conversion actions.

Automated bidding was learning from poor-quality signals, leading to weak performance and unreliable optimisation decisions.

Key Issues

  • Conversion tracking optimised for low-value actions
  • Campaign structures misaligned with user intent
  • Limited visibility into genuine enquiry-driving activity
  • Inefficient traffic quality
  • Approximately six consecutive weeks of no meaningful conversions

The Objective

Restore and scale qualified lead generation through Google Ads.

01
Rebuild accurate conversion tracking
02
Improve traffic quality and campaign efficiency
03
Reduce cost per lead (CPL)
04
Establish a scalable performance framework

Our Approach

Full
Google Ads Rebuild & Optimisation Framework

Rather than incremental adjustments, Brighta executed a comprehensive account overhaul focused on structural clarity and data integrity.

1. Conversion Tracking & Measurement Reset
  • Corrected and refined conversion tracking setup
  • Ensured campaigns optimised only toward genuine leads
  • Implemented ongoing tracking audits for data reliability

This restored trust in performance data and allowed automated bidding to learn from accurate signals.

2. Campaign Restructuring
  • Complete rebuild of campaign and ad group architecture
  • Clear alignment between keywords, ads, and landing pages
  • Segmentation based on high-intent search themes

The new structure prioritised intent over volume.

3. Keyword & Search Term Optimisation
  • Expanded high-intent keyword sets
  • Ongoing negative keyword implementation
  • Regular search term reviews to remove irrelevant traffic
  • Continuous refinement based on performance data

This improved traffic quality and reduced wasted spend.

4. Targeting & Placement Controls
  • Location exclusions to remove non-relevant geographic traffic
  • Placement exclusions to limit low-quality Display and PMax exposure

These controls ensured budget was focused only on relevant audiences.

5. Creative & Messaging Refresh
  • Updated ad copy to better reflect user intent
  • Improved messaging clarity across campaigns
  • Refreshed creative assets to increase engagement and relevance

The Outcome

Google Ads has been restored as a reliable and scalable lead generation channel.

Commercial Impact

  • Consistent weekly lead volume after a prolonged zero-conversion period
  • Improved ROI and campaign efficiency
  • Lower CPL enabling sustainable scaling
  • Accurate conversion data driving informed optimisation decisions
  • Strong alignment between search intent, ad messaging, and landing experience

The Bright Impact

Performance scale is impossible without clean data and structural discipline.

By correcting the structural and measurement foundations of the account, Brighta transformed Driving Mobility’s Google Ads from unstable and underperforming to consistent and cost-efficient. Through accurate tracking, strategic restructuring, and continuous optimisation, Driving Mobility now operates a stable, scalable SEM engine built for long-term growth.

Visit drivingmobility.com.au
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