Rijbewijs Invordering (Driver's License Revocation Service)

137% more leads in a competitive market with the same budget

Thanks to a smart targeting strategy

Same budget, better results

What do you do if you are in a highly competitive market and want more conversions, but you don't have more advertising budget? In collaboration with Rijbewijs Invordering, which helps recover confiscated driver's licenses, we have therefore come up with something smart. By targeting selected target groups very specifically and adding broad keywords, we set up a results-oriented campaign that achieved a significant increase in leads within the same budget. How? Read about it below!

Services

Awards & Nominations

Global Search Awards - Best low budget campaign (PPC) European Search Awards - Best low budget campaign (PPC)

Rijbewijs Invordering (Driver's License Revocation Service)

Meet the client.

Rijbewijs Invordering provides services for persons whose driver's license has been revoked. The specialized affiliated lawyers object on behalf of clients who had to surrender their driver's license due to speeding, or driving under the influence of alcohol or drugs. They do this by initiating a grievance procedure and offer assistance in the event of a hearing. The success rate is high: in many cases, the revoked driver's license is returned within 10 days. At present, the success rate is as high as 98%. Especially in the case of high dependence on the driver's license, this can offer a solution.

Visit the website of License Revocation

Objective of our collaboration

More leads with the same budget.

Rijbewijs Invordering operates in a highly competitive market. Moreover, the time pressure is always significant: people are often suddenly confronted with their driver's license being revoked and would like to see it returned as soon as possible. During the start of our collaboration with Rijbewijs Invordering, we agreed to work on a cost-per-lead basis from a fixed budget.

“After the campaigns had run for six months, we concluded that the average cost per action was too high,” says Stan Ros, Performance Manager at Adwise. "This was €45 per conversion, but we wanted to reduce this to an average of €36. This should be possible, based on what a lead yields on average. Another important objective was to attract better-quality traffic to the Google Search network. We do this by specifically targeting audiences: people who need their driver's license for their work.”

The strategy

Four components.

Due to the many competitors, in combination with search terms related to "driver's license revoked", we had to tap into a different vein to achieve the intended objectives. We looked at other innovative ways to generate as many conversions as possible against the lowest possible CPA within a budget of €2450 per month. Stan: "We do this, for example, by targeting target groups that are heavily dependent on their driver's license, such as self-employed persons and entrepreneurs."

1. Google Ads experiment

Broad match keywords.

We tested the current keywords half the time and we presented the ads with broad match keywords the other half of the time. The experiment shares the traffic (and the budget) of the original campaign to test it, so that we can ultimately make informed decisions about which tactics yield greater returns.

2. Improve measurability

Data-driven working method.

We implemented a Google Ads pixel, which allows us to better measure conversions and, for example, to track users more accurately on several devices (cross-device tracking). With this more accurate data, we can organize our campaigns and bidding strategies much more efficiently.

3. Composing target groups

For improved targeting.

In Google Ads, we assign target groups to ad groups to reach people based on who they are, their interests and habits, what they actively research and/or how they interacted with Rijbewijs Invordering. We include other search terms in the campaign that would not score without a targeted focus on target groups. Target groups of Driver's License Revocation Service are affinity target groups (e.g. fans of dance music, people who enjoy going out, soccer fans), in-market audiences (e.g. freelancers, entrepreneurs and related driver's license-dependent target groups) and demographic target groups: people who have a close connection with the intended target group of Rijbewijs Invordering.

4. Deploying budget more efficiently

Bid smarter.

By using smart bidding strategies, an auction of advertisements looks at signals such as location (festival locations and events), day of the week, time of day, device and remarketing lists. Google Ads recognizes the above-mentioned signals during the auction and places a higher bid.

Results

In numbers.

+137%

More conversions

+43%

More impressions

+ 36%

More clicks

- 32%

Decrease in Cost Per Click

- 61%

Less cost per lead

The conclusion?

An innovative and scalable case..

"By using keywords more broadly, we achieved more volume with the campaigns. We were faced with less competition. We not only achieved more clicks, but also qualitatively better clicks, because we only target specific target groups. This has given the conversion rate such a huge boost," explains Stan. "In addition, ads are only served to visitors with high conversion potential. Rijbewijs Invordering pays so much less per lead than before."

Reactie van de klant

Verwachtingen overtroffen.

De basis die wij hadden staan wat betreft content en advertising op de marktplaatsen oké, maar om de volgende stap te maken zijn wij gaan samenwerken met Adwise. Hun strategische marketplaces aanpak naar product content, assortimentsanalyse en advertising heeft ervoor gezorgd dat wij de doelstellingen ruim overtroffen hebben. Een goede samenwerking dus!

Jeroen Boeve Directeur Specishops

What makes this case special?

Innovation over investment.

In a market where competition is fierce, you can still get a head start without investing a lot more money. We have shown this with Rijbewijs Invordering. By cleverly using the available resources and budgets, the total number of conversions has more than doubled; from 400 in the first six months to 950 in the six months after.

“We applied a smart method to make the difference in a competitive market. Everybody happy! The strategy is also scalable, allowing us to apply it to other cases.” - Stan Ros, Adwise Performance Manager

Do you want to use your advertising budgets more intelligently?

I would be happy to brainstorm with you.

Stan Ros, Adwise Performance manager

Cases

Work we are proud of.

Check all our cases

Best Fullservice Digital Agency '24