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GOOGLE ADS CASE STUDY

We Buy Vans

Scaling a Lead Generation Machine Through Multi-Channel Google Ads

We Buy Vans, one of the UK’s leading broken and damaged van buying services, achieved extraordinary growth through a comprehensive, multi-channel Google Ads strategy. By combining Search, Performance Max, Dynamic Search Ads, Display Remarketing, and Demand Gen, we built a lead generation engine that now delivers over 18,000 conversions per month.

Devon Heaven Project Showcase Distribute Digital

CPA reduction by

55%

in the first quarter

Increased by

68,000+

in quarterly conversions
(up from under 5,000)

Increase of

35%

conversion rate across all campaigns

Challenges

We Buy Vans operates in a highly competitive, high-volume market, buying all vans from owners across the UK. The business relies on inbound leads generated through digital marketing, making Google Ads performance critical to growth.

Before our involvement, the account faced several challenges:

  • A high cost per acquisition, leaving a lower margin on each van purchase
  • Low conversion volumes, restricting the business's ability to scale
  • Campaign structure lacked clear segmentation
  • No Performance Max or Dynamic Search Ads in place – relying solely on traditional Search campaigns
  • No remarketing strategy to re-engage visitors who didn't convert on the first visit
  • Limited use of audience signals and remarketing lists for search ads
  • Legacy campaigns with outdated structures that were difficult to scale

Solution

Through strategic restructuring and channel expansion, the account has been transformed into a well-optimised lead gen machine.

  • CPA reduced by 55%
  • Quarterly conversions increased by 13.5x
  • A diversified campaign portfolio spanning Search, Performance Max, DSA, Display Remarketing, and Demand Gen
  • Conversion rate increased to over 35% across the account, reflecting the quality of targeting and ad relevance
  • Successfully scaled monthly spend while maintaining strong cost efficiency

Our Approach & Results:

Our strategy centred on building a multi-channel Google Ads ecosystem where each campaign type plays a specific role in capturing and converting demand.

Step 1: Search Campaign Restructure

The foundation of the account is a well-structured Search campaign setup:

  • Separated campaigns by intent
  • Created RLSA (Remarketing Lists for Search Ads), allowing us to bid more aggressively on returning visitors with higher conversion likelihood
  • Built out match type segmentation to maximise control over search queries and spend
  • Established a brand campaign to capture high-intent branded searches at maximum efficiency

Step 2: Performance Max Deployment

We introduced Performance Max campaigns to extend reach across Google’s full inventory:

  • Launched two Performance Max campaigns with distinct targeting strategies
  • Used audience signals to guide Google’s machine learning towards high-value prospects
  • Performance Max now contributes to a significant amount of conversions at competitive CPAs
  • Provides reach across Search, Display, YouTube, Gmail, Discover, and Maps

Step 3: Dynamic Search Ads (DSA)

To capture long-tail and emerging search demand, we implemented DSA campaigns:

  • Two DSA campaigns running in parallel, covering different areas
  • DSA identifies high-performing search queries that we migrate into dedicated Search campaigns
  • Acts as a “safety net” to ensure no relevant searches are missed by keyword-targeted campaigns
  • Combined, the DSA campaigns deliver a significant amount of leads to the business

Step 4: Display and Demand Gen Remarketing

To maximise the value of every website visitor, we built a comprehensive remarketing strategy:

  • Display Remarketing campaigns keep the brand visible across the Google Display Network
  • Demand Gen campaigns deliver visually engaging ads to previous visitors across YouTube, Gmail, and Discover
  • Together, remarketing campaigns re-engage visitors and drive additional conversions that would otherwise be lost

Step 5: Ongoing Optimisation at Scale

  • Daily budget monitoring and pacing to ensure consistent lead flow throughout the month
  • Regular search term analysis across all Search and DSA campaigns
  • Bid strategy testing, including target CPA experiments on high-volume campaigns
  • Audience refinement and expansion across Performance Max and Demand Gen
  • Creative and ad copy testing to maintain strong click-through and conversion rates

The Results

The growth trajectory speaks for itself. Here’s how key metrics have evolved since we began managing the account.

Performance Snapshot (Q2 2021 vs Q1 2026)

  • Conversions (quarterly): Increased by +1,360%.
  • Cost per Acquisition: Decreased by 58%.
  • Conversion Rate: Increased by 97%.
  • Clicks: Increased by 638%.
  • Quarterly Spend: Increased by 509%.

We Buy Broken Vans is a prime example of what’s possible when Google Ads is treated as a full-funnel, multi-channel strategy rather than a single-campaign setup. By combining intent-driven Search campaigns, broad-reaching Performance Max, long-tail DSA coverage, and full-funnel remarketing, we’ve built a system that consistently delivers return for the client.

Is your business ready to experience similar Google Ad Management?

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