Case Study
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.
71%
decrease in cost per lead
3x
increase in conversion rate
11%
increase in total enquiries
About the Brand
Shakers on Wheels
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.
