Context
An independent car rental company in Türkiye that delivers cars at airports and in city centers and takes reservations online, by phone and by messaging.
The challenge
A rental is often agreed on a phone call, so an ad account that counts only website events misses most of the enquiries it produces. The goals had to reflect how customers actually book.
Our approach
We set phone-call leads as the primary goal across nearly all campaigns and added contact enquiries and booking requests as separate goals, with page views and direction requests kept apart so they could not inflate the lead count.
What we implemented
Over the engagement the account ran more than twenty campaigns across several Google campaign types, each measured against those lead goals. Conversion tracking ran on the ad platform's own tags. A tag manager container was opened for the site but never published, so it played no part in measurement.
Outcome
The account ran on lead-based goals from 2022 until mid-2025 and is now closed. Campaign performance from that period has not been re-audited for this case, so no lead or revenue figure is claimed.
Highlights
- Phone-call leads set as the primary goal across nearly every campaign
- Booking and contact enquiries counted as separate goals from page views and directions
- Advertising managed over several rental seasons on one account
This record is anonymised. Names, places and details that could identify the client have been removed. Outcomes are stated as delivered, verified or not measured.
