CLASSIC CAR BUYER LTD
Google Ads & Facebook Ads
Find out how One PPC helped CamperBuyer.com reduce their Google Ads cost per conversion by 37%, while increasing conversions by over 75%.
CAMPER BUYER
Back Story & Challenge
CamperBuyer approached One PPC to enhance the performance of their existing Google Ads campaigns and to launch a new Facebook Ads account that would also support their associated websites for buying caravans and classic cars—followed later by additional brand launches.
Each website had unique campaign objectives and required different CPA (cost per lead) targets, so it was critical to tailor strategy and performance expectations accordingly. The primary goal was to increase the number of quality leads while maintaining—or reducing—the average cost per lead.
In addition, CamperBuyer aimed to:
Secure top Google Search positions above competitors to maximise traffic share
Increase brand awareness on Facebook
Grow their Facebook page audience and fan base
Following our initial review and analysis, we identified several main challenges:
- The Google Ads account was already well-optimised, so extracting further improvements required deeper strategy and advanced techniques
- As a new Facebook advertiser, there was no historical data to inform targeting—requiring extra persona testing and creative experimentation
- A unified and consistent approach was needed across Google and Facebook where applicable
Solution
We began by researching the industry and benchmarking against competitor websites. From there, we conducted extensive keyword research and carefully mapped out the account structure, building campaigns designed to maximise Quality Score.
By improving keyword alignment, ad relevance, and landing page experience, we significantly reduced the average cost per click—delivering more leads at a lower CPA. The result: higher ROI and dramatically improved lead acquisition efficiency.
This structured approach has substantially improved CamperBuyer’s online visibility and driven tens of thousands of leads since the partnership began.
Types of Campaigns:
Google Search
Targeted high-intent searches with ad copy and landing pages testing.
Targeting Competitor
Focused on competitor terms, using tailored messaging per to win market share.
Microsoft Ads
We replicated and adapted this successful approach to Microsoft Bing Ads.
Remarketing Ads
Retargeted previous website visitors with tailored messaging to increase conversions.
Engagement Campaign
Targeted users who interacted with the Facebook and Instagram pages or ads for a medium to longer term period.
Lookalike Campaigns
Tested audience size vs. similarity to maximise leads and sales, starting with smaller audiences and scaling up for growth.
Interest-Based Campaigns
Reached cold audiences by testing single and combined interests, layered with demographic filters to refine audience quality.
Remarketing Ads
Targeted recent website visitors who hadn’t make a decision—driving buyers through the funnel.
Strategies
We restructured the account to enhance Quality Scores and reduce cost per click. This led to a stronger return on investment and generated tens of thousands of leads—significantly increasing CamperBuyer’s online visibility.
Google Search Campaigns:
- Standard Search: Targeted high-intent keywords with tightly themed ad groups and optimised text ads
- DSA: (Dynamic Search Ads): Captured long-tail traffic by matching search queries to website content
- RLSA: – Targeted past website visitors as they searched again, using broader keywords and higher bids to increase conversion likelihood
Following strong Search campaign results, CamperBuyer requested expansion into the Google Display Network. We began with remarketing campaigns and then built a full-funnel structure using advanced audience targeting:
Google Display Network Campaigns:
- Remarketing: Re-engaged past website visitors using a 30-day campaign, with an additional funnel targeting users up to 540 days
- In-Market Audiences – Focused on users actively researching Campers and Motorhomes
- Similar Audiences- Tested audiences closely resembling past converters to find new high-performing segments
After the success with Google, CamperBuyer was keen to start advertising on Facebook. In order to tackle this challenge, a few personas for testing ads and targeting had to be created and campaigns that targeted cold traffic vs warm traffic were set up. These actions have produced thousands of new leads for CamperBuyer since we began our partnership, a dramatic increase. Next step was the introduction of several cold and warm audience campaigns as follows:
Lookalike campaigns:
For targeting people on Facebook who is most similar to website users or email lists. We tested audience size vs similarity to achieve the most leads better than the target CPA.
Facebook Leads Ads vs Website Conversions Objective:
We testing targeting and ad copy with different campaign objectives to see which one would give the most qualified leads for the best CPA. We created an advanced form as part of the Facebook Lead Ad with detailed questions to match website contact form to ensure qualified leads.
Interest-Based campaigns:
New campaigns created and implemented targeting cold audiences with interests around campers, motorhomes, caravans (also classic cars more recently). We tested single interests vs combined interests, layered with other targeting options such as demographics.
Engagement campaign:
Targeting people who had engaged with the advertiser’s Facebook Page, Instagram Page and Ads. After only one month, the Interests and Lookalike campaigns were generating a great deal of traffic and sales, and the ads and social pages were providing multiple ways to engage with warm traffic.
Remarketing Campaign:
Re-target past website users, as well as the email contact list by showing them ads on Facebook. Setup with Mailchimp using Facebook integrations for 2 way sync of emails contacts. Also, set up Zapier to send leads from Facebook Lead Ads to company email as a lead.
This approach has driven significant results for CamperBuyer during the time we have been working together, with consistent Facebook advertising that has been developed with an increased budget as the positive results were continuously delivered.
Results
After the success of the CamperBuyer and CaravanBuyer campaigns, a third business—ClassicCarBuyer—was launched. We applied the proven campaign model to the new brand, adapting the structure to suit its specific audience and product offering. More recent brands include DefenderBuyer, HorseandBoxes.com and PorsheBuyer
Since working with CamperBuyer we have:
Increased leads by over 75% across the first two websites
Achieved a Facebook CPA of £5 per lead
Cold Traffic on Facebook responsible for most leads of Facebook.
Driven 220,000 Website Visitors from Facebook Ads
Implemented full-funnel Facebook campaigns using a range of targeting strategies
Created consistent and high-performing ad creatives focused on core USPs and brand messaging
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