Google Ads Case Study: Portable Toilet Hire South Africa
How we generated 400+ leads while reducing cost per click by over 50%.
A high-performance Google Ads strategy focused on increasing traffic, improving conversion rates, and scaling lead generation.
Campaign Overview
Absolute Ablutions partnered with Cape Marketing Agency to scale their lead generation through Google Ads across South Africa and broader African markets.
The primary objective was to:
- Increase lead volume
- Improve click-through rate (CTR)
- Optimise on-site conversion rates
- Reduce cost per click (CPC)
The strategy focused on leveraging a Max Clicks bidding approach, combined with strong ad copy and improved landing page performance.
Campaign Results
Key Metrics:
- Total Ad Spend: R44,635
- Total Clicks: 6,508
- Total Leads Generated: 416
- Average Cost Per Click (CPC): R6.86
- Click-Through Rate (CTR): 13.34%
- On-Site Conversion Rate: 6.39%
Key Performance Highlights
- Lead Generation Scale
- Generated 416 leads from Google Ads
- Built a consistent and scalable inbound pipeline
- Strong performance across South Africa and regional markets
- CTR Optimisation
- Achieved an average CTR of 13.34%
- Peak performance reaching 17.88% CTR
- Significantly above Google Ads industry benchmarks (typically 3–7%)
- Conversion Rate Improvement
- Achieved an average conversion rate of 6.39%
- Peak conversion rate of 11.01%
- Demonstrates strong alignment between:
- Search intent
- Ad messaging
- Landing page experience
- Cost Per Click Reduction
- Reduced CPC from approximately R15 → R5–R7 range
- Average CPC achieved: R6.86
- Represents a 50%+ reduction in traffic acquisition cost
Our Google Ads Strategy
- Max Clicks Bidding Strategy
- Focused on driving high traffic volumes
- Allowed rapid data collection and optimisation
- Scaled campaigns efficiently across regions
- High-Performance Ad Copy
- Clear service positioning
- Strong call-to-action messaging
- Location-based relevance
- Focus on urgency and availability
- Keyword Targeting
- Focused on high-intent keywords such as:
- portable toilet hire
- mobile toilet rental
- event sanitation services
- construction site toilets
- Landing Page Optimisation
- Simplified enquiry process
- Clear service offering
- Strong call-to-action placement
- Mobile-first optimisation
- Continuous Optimisation
- Ongoing CTR improvements
- CPC reduction through bid optimisation
- Conversion tracking and refinement
- Campaign scaling based on performance
Performance Insights
- High CTR indicates strong ad relevance and keyword targeting
- Conversion rates confirm effective landing page alignment
- Lower CPC allowed greater traffic volume within the same budget
- Scaling across regions created additional lead opportunities
This campaign highlights the importance of balancing traffic volume with conversion efficiency.
Business Impact
Through this campaign, Absolute Ablutions was able to:
- Generate a high volume of consistent leads
- Reduce marketing costs significantly
- Improve overall marketing efficiency
- Expand reach beyond local markets
About Absolute Ablutions
Absolute Ablutions provides portable toilet hire and sanitation solutions for events, construction sites, and commercial use across South Africa and surrounding regions.
The company focuses on reliability, hygiene standards, and efficient service delivery.
Conclusion
This case study demonstrates how a well-structured Google Ads campaign can significantly improve both traffic performance and lead generation efficiency.
By focusing on CTR, conversion rate, and CPC optimisation, Cape Marketing Agency successfully helped Absolute Ablutions scale their marketing performance while reducing costs.
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