Case study · Automotive & transport

Titanium Caravans: exploring Google Ads with an Australian adventure icon.

Titanium Caravans builds premium off-road caravans, rugged, Australian made and ready for the outback. We worked together to put those vans in front of local adventurers, build awareness of the brand and drive sales.

Sector: Automotive & transport
Service: Search advertising
Channels: Google Ads

Digital marketingCampaign delivery

Caravan parked at a campsite with people outside.

The challenge

What needed to change.

Titanium Caravans is a market leader in premium off-road caravans. Its range strikes a balance between capability and functionality, and every van is built to handle the harsh conditions of the Australian outback. The people who buy them are serious about where they are going.

The business wanted more of those people to know the brand and to enquire, and Google Ads was the channel chosen to reach them at the moment they were searching.

One of the greatest challenges with any Google Ads campaign is to generate high quality, warm leads while keeping the cost of each conversion low. In the caravan industry that is harder still. Australians love their caravans, and the quality competitors who serve them have large marketing budgets and are bidding on the same searches.

Titanium Caravans needed to increase brand awareness in that crowded market while holding on to a strong return on investment and real value for money from the media budget.

The ad assets had to work just as hard. A premium van deserves creative that looks the part in the search results and gives a searcher a reason to choose Titanium over a bigger name.

Titanium Caravans caravan google ads asset.

Approach

How the work took shape.

We took a multifaceted approach. The campaigns were built around strategically structured ad groups, each holding highly relevant keywords so that the ads scored well on relevance and quality score and could rank above competitors without simply outspending them.

That structure rested on a deep analysis of the keywords in the category. We concentrated on the terms with high search volume, where the demand was, and matched each ad group to the way people actually search for an off-road caravan.

Bidding was handled with care. Thoughtful strategies took Titanium Caravans to the top of the search page while remaining economical with the budget, and we increased bids on ad extensions to give the ads more presence when they appeared. Every campaign was monitored closely and adjusted as opportunities presented themselves.

Not everyone enquires on the first visit, so we re-engaged people who had taken action on the website but left the journey midway. A brand recall strategy kept Titanium front of mind and encouraged them to come back and pick up where they left off.

Titanium Caravans Google advertising creative.

The shift

Bringing back the people who left halfway through the journey is what turned clicks into enquiries.

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The work

The work, up close.

Over the three month Google Ads campaign period, Titanium Caravans saw strong results and a great return on investment. The structured ad groups, careful bidding and brand recall strategy worked together, so more of the people who searched went on to click, and more of those who clicked went on to enquire.