Reviving Google Ads Performance & Scaling Conversions 3.5x

Driving Mobility specialises in wheelchair-accessible vehicles (WAVs) and custom mobility vehicle modifications. In a high-consideration market where lead quality and accurate attribution are critical, Google Ads needed to operate as a reliable, measurable acquisition channel.

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

Rebuild the account’s measurement and campaign structure to restore qualified lead generation and create a scalable performance framework.

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.

Brighta transformed Driving Mobility’s Google Ads account from unstable and underperforming into a reliable, scalable lead generation channel.

By correcting conversion tracking, rebuilding campaign structure, and continuously refining traffic quality, the account now delivers stronger lead volume, lower CPL, and more accurate data for ongoing optimisation.

Driving Mobility now operates with a cleaner, more efficient SEM framework built for long-term growth.

Visit drivingmobility.com.au
Book a Call

Ready to
streamline your marketing efforts?

Reach out now to explore how our team can seamlessly integrate with yours and drive real outcomes.

Default Title

Related Case Studies

View All
Service

Adex Group

Brighta rebuilt Adex Group’s website with a conversion-focused architecture, transforming it into a high-performing lead generation platform.
Service

Berlex

Brighta restructured Berlex’s Meta Ads account through audience refinement, creative iteration, and disciplined optimisation transforming a plateaued campaign into a scalable lead generation channel.
Service

Guard-R

Guard-R is an Australian provider of industrial and commercial safety solutions, specialising in crash-tested guardrails, vehicle barriers, and pedestrian protection systems.
Service

Arena

Brighta delivered a full digital transformation across website, UX, SEO and paid media to turn performance around.
Service

Abletech

Brighta its Squarespace service website and Shopify e-commerce store into a single scalable Shopify platform
Service

Denliz

Denliz partnered with Brighta to create a streamlined lead generation machine that could consistently feed their sales team.
Service

Guard R

With over two decades of experience, Guard-R is a leading manufacturer and supplier of commercial and industrial guardrail systems.
Service

Redcat

Redcat partnered with our team to migrate their website to Shopify, redesign the user experience, and build a scalable platform.
Service

Pioneer Group

Pioneer Group is New Zealand’s largest manufacturer and supplier of innovative waste and recycling equipment.
Service

StraBe

Brighta developed a strategic roadmap, refined the brand, and rebuilt the website into a modern digital platform.
Service

Enviroline Group

Enviroline is a proudly Australian-made and owned manufacturer with more than five decades of excellence in trade vehicle fitouts and pipe maintenance equipment.
Service

GrainKing

GrainKing is an Australian provider of grain handling and agricultural equipment solutions, supporting farmers and agribusinesses with reliable, performance-driven products. Operating in a niche, high-intent B2B market, consistent lead generation and cost efficiency are critical to sustained growth.