Hertz
In the right place at the right time
14x revenue surge by turning search data into performance insights
In the right place at the right time
Key numbers
+1407%Revenue increase
5.14%Cost ratio
12.1%Cost ratio for Non-branded terms
Our strategy
Hertz Iceland aimed for an 80% online revenue growth in 2023.
Post-Covid tourism was rebounding, but a seasonal dip required a strategic Google Ads restructuring.
Our goal was to maintain a cost ratio of 15%, with Google Ads contributing 20% of total online revenues.
Targeting travel enthusiasts 18-35 with a two-fold geo-targeting approach where we focused on top markets (US and UK) and secondly tourists already in Iceland.
Using historical tourism data to identify opportunities, employing a campaign structure with three pillars: Autos, SKAGS and THEME.
Our results
Our approach led to a 1407% revenue increase and reduced the cost ratio from 27% to 5,14% (record low). We exceeded Q1 2023 targets with a 441% revenue increase and a cost ratio of 12.1% for non-branded (more competitive) terms and 2.1% for branded terms.
Google Ads contribution to revenue reached 22.34% (above target)
This campaign and results yielded international awards for Best Use of Search (travel) at the Global Search Awards 2023 and also a shortlist at the European Search Awards.
