Customer: boschservice.kiev.ua

Brand: Bosch Service

Tools: Paid Search, Meta Ads (Facebook, Instagram)

Goals: Lead generation, optimisation for Contact events, increasing brand awareness among the local audience

About the project: The cooperation with Bosch Service began in 2022 and is currently ongoing in 2024

About brand Bosch Service and Autolink

Bosch Service is an international network of car service centers that has been providing its customers with the highest quality of car maintenance and repair for many years. Using advanced technologies and modern equipment, Bosch services ensure the reliability and safety of cars. In Kyiv, Bosch Service has become a benchmark of quality for car owners, providing a wide range of services from maintenance to repair of complex components. In Kyiv, Autolink is one of the leading service stations authorized by BOSCH in Ukraine and provides high quality service using modern technologies and equipment, as well as original spare parts.

Campaign goals

The main objective of the marketing campaign was to increase the number of targeted requests (leads), increase brand awareness, and optimize customer acquisition costs. To achieve these goals, we used an integrated approach through Google Ads, Facebook, and Instagram.

Google Ads tools and approaches

Search advertising — we divided campaigns into service categories and focused advertising on different audience segments. This allowed us to flexibly adapt the bidding strategy for each category.

Semantics collection — detailed collection of keywords for each service category, including queries related to car service, diagnostics, car repair, and maintenance.

Different bidding strategies — we developed a different bidding strategy for each category, which allowed us to allocate the budget as efficiently as possible and reduce the cost per click.

Meta Ads (Facebook та Instagram):

To collect targeted leads, we optimized our ads for the events «Contact» — tapping on a phone number and «Lead» — sending a feedback form on the website

Ad optimization — we optimized our ads for key user actions, such as calling and filling out a form, which allowed us to focus the campaign on those users who are ready to take immediate action.

An example of a category structure

The right structure of Google Ads campaigns has many advantages:

Accurate audience segmentation: dividing campaigns by service (repair, diagnostics, oil change, etc.) helps to target ads to more relevant user groups, increasing the likelihood of conversions.

Budget optimization: structured campaigns allow you to control the costs of each category of services, allocating your budget more efficiently.

Improving ad quality: Relevant ads related to specific services increase CTR and reduce cost per click.

Improved analytics: A clear structure makes it easy to track the results of each campaign and optimize strategies.

Google Ads campaign results

Increase in calls — thanks to a well-segmented campaign and adaptation of bids for each category of services, the number of phone calls increased by 18.54%.

Reduction in cost per click by 57.62% — due to the correct allocation of the budget by category and high-quality semantics collection, we managed to significantly reduce the cost per click.

Increase in conversions by 51.20% — the campaign showed excellent results in terms of the number of conversions: the number of signups for services increased by more than 50%.

Meta Ads (Facebook and Instagram):

Reach: The campaign reached 28 760 unique users.

Cost per lead: The cost per lead was $3.12, which is an excellent result for this niche.

CTR: 1.10% — the click-through rate demonstrates that the audience was interested in the offers and content.

Difficulties in promoting a service station niche in Google Ads and methods for solving them

1. Incorrect audience targeting

Problem: Irrelevant ad impressions that do not lead to conversions.

Solution: Fine-tuning to the local audience, segmentation by type of service and age of the car.

2. Difficulty tracking phone calls

Problem: Difficulty tracking conversions through phone calls.

Solution: Implementation of call-tracking systems to accurately analyze calls and their connection to advertising.

3. Low percentage of completed applications on the website

Problem: Many website visitors do not complete requests for services.

Solution: Optimization of the user experience (UX/UI), simplification of the registration form, implementation of a chat for instant consultation.

Conclusions

The marketing campaign to promote Bosch Service through Google Ads and Meta Ads (Facebook and Instagram) has achieved its goals. We not only increased the number of targeted calls and applications, but also significantly reduced the cost of customer acquisition. The combination of search advertising and targeted advertising on social media allowed us to effectively reach the target audience and increase brand awareness.

Going forward, we plan to continue segmenting our audience and testing new ad formats to further increase conversions and optimize our advertising spend.