Party Bus Google Ads Case Study (NY/NJ)
From suspension to scale: how we stabilized policy, repaired the landing experience, and rebuilt PPC for a party bus business—finding that Manual CPC outperformed smart bidding (for now).
The Starting Point: Policy + Landing Page
- Account arrived with unreliable claims / suspension noise
- Fix first: above-the-fold short form, click-to-call, visible testimonials, service & tariff clarity, stronger brand trust (logo, badges)
Campaign Architecture (Two-State Focus)
- Locations: New Jersey & New York (refined over months of location data)
- Schedule: Mon–Fri, 8:00–20:45 (when sales actually come in)
- Devices: exclude tablets (underperformed in testing)
Keywords, Match Types & Negatives
- Phrase match primary to control intent
- Ongoing negative keyword expansion (e.g., kids party bus) to guard budget
Ad Strategy: Qualify Clicks Upfront
- Show price in ad copy for pre‑qualification
- Add images of buses to set expectations
- Stack extensions: location, call, etc.
Bidding: What Actually Worked
We tested Max Clicks, Max Conversions, Impression Share, and Manual CPC. With current data density and this niche, Manual CPC produced the most efficient CPA. We’ll reassess as conversions scale.
Results (December 1–17, snapshot)
- Conversions: ~101
- Spend: ~$1,827
- CPA: ~$18.09
- Avg. CPC: ~$2.90
- Optimization Score: ~65–68%
Privacy note: Metrics are rounded/anonymized.
Process Notes
- There’s no universal formula—context wins
- Client input & patience mattered (testing takes time)
- We iterate landing pages, offers, and geo lists continuously
What You Can Copy (Checklist)
Where to Go Next
- Add retargeting (YouTube/Display/FB) to catch researchers
- Test Max Conversions once conversion volume rises
- Expand to new micro‑locations as data validates
Conclusion
Want this framework applied to your Party Bus (or other local service) business? Get in touch and we’ll start with a market + landing page audit.