Shakers on Wheels

Mobile Bar Cuts Cost per Lead by 71% with Strategic Google Ads Optimisation

Through campaign restructuring, ad and landing page improvements, and aggressive keyword refinement, this premium event caterer dramatically improved paid lead generation performance.

decrease in cost per lead

increase in conversion rate

increase in total enquiries

About the Brand

Shakers on Wheels is a premium mobile bar and cocktail catering service based in Melbourne, serving events across Victoria. With over 20 years of international hospitality experience, they deliver high-end cocktail experiences for weddings, corporate events, product launches, and more. Their focus on quality service and memorable moments has made them a go-to partner for event planners and private hosts alike.

Challenge

Despite their strong reputation, Shakers on Wheels was seeing weak performance from their Google Ads campaigns. Conversion rates were stuck at 3.8%, and the cost per lead had ballooned to $103—well above a sustainable level. Campaigns were also running during a seasonally slow period, further dragging down efficiency.

Strategy

We overhauled the campaign structure and creative assets to reverse the declining performance. Key changes included:

A complete restructure of the campaigns and ads to improve targeting
Enhanced ad copy to better communicate the brand’s premium positioning
Strategic landing page improvements to boost conversions
A major keyword clean-up, removing over 200 low-performing terms and narrowing the focus to just 28 high-converting keywords—cutting total keyword count by 90%

This approach allowed us to continuously fine-tune targeting, improve ad relevance, and deliver a more compelling user journey.

Results

Over the next eight months, the impact of these changes was clear:

Cost per lead dropped by 71%, from $103 in the first month to just $29.67
Conversion rate increased for seven consecutive months, rising from 3.8% to 11.6%
Enquiries increased by 11% compared to the same period the previous year

By focusing on what truly works, Shakers on Wheels turned Google Ads from a costly channel into a high-performing lead generator.

Testimonials

OUR HAPPY CLIENTS

“We’ve been with Online Officer for years now and could not be happier! From IT, to social media, google ads, SEO etc. they are our go-to! Looking forward to achieving many more goals with you guys. Thanks.”
Jordan
Shakers on Wheels
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