How AVIS Budget Group Unlocked €250k with Google Ads

The Challenge

As a global leader in mobility solutions, AVIS Budget Group is constantly looking to innovate to stay ahead in the highly competitive car rental industry. With a commitment to providing exceptional value and service across their extensive fleet, AVIS understands that effective Google Ads management is key to acquiring new customers and maintaining a market leading position.

With a highly talented and skilled in-house team managing their Google Ads, AVIS are always looking to push the boundaries and ensure the highest levels of account hygiene and performance. After receiving a glowing referral from a former client, AVIS Budget Group decided to partner with GOA Marketing to unearth further opportunities within their current set-up.

What made GOA stand out was a unique combination of critical governance oversight coupled with expert led testing; offering both the high-performance ‘insights engine’ and the skilled driver needed to navigate the complex Google Ads landscape.

The Test Drive

AVIS embarked on a three-month 'Proof of Concept' trial with GOA. By implementing GOA's specialised platform, AVIS gained access to a comprehensive dashboard that conducted over 200 governance and insight checks daily, providing real-time insights, tailored to their business needs.

GOA’s platform provided insight that allowed AVIS Budget Group's in-house team to:

• Identify & prioritise potential performance efficiencies 

• Spot hidden opportunities to re-deploy valuable Google Ads budget

• Free up valuable resources for the in-house team to focus on strategic initiatives

• Challenge conventional thinking with fresh perspectives & innovative test ideas

The Results

Within just three months, AVIS Budget Group saw demonstrable improvements in their Google Ads performance. Governance highlighted a number of areas to optimise from location targeting to detecting the automatic use of AI imagery. The partnership also delivered significant improvements to ad performance through testing, to effectively maximise the efficiency of their marketing budget.

Most impressively, GOA delivered over €250k in financial upside during the three-month trial period, demonstrating the substantial value of this strategic partnership.

Aside from helping to identify high-potential cost-saving and growth opportunities, GOA also provides a vital governance safety net to ensure continuity around customer experience and brand protection, maximising general performance, and budget control. GOA was able to identify instances where budget was being utilised on automatically generated content which sat outside brand guidelines, as well as campaigns which were displaying ads outside of their target markets which represented a significant cost saving.