£17.64m / $24.41m revenue
19.44X (1,944%) Google Ads ROI
15X ten year B2C start-up to exit professional service growth
Start-up Geneva airport transfer company makes £17.6m ($24.4m) with 19X ROI Google Ads over ten years and sells to an international operator
In 2006, Alpybus, a new airport transfer service, was founded in Geneva to provide ski transfers from the GVA airport to the Chamonix Valley area, with around fifty ski resorts.
They used Google Ads to launch their airport transfer service, but after seeing no results and return on their investment for the first two years, all they could see was the money going out, and their campaigns were a cost center.
This meant that it was impossible to reduce wasted ad spend, and to optimize, manage and scale their campaigns to grow their business.
The ROI Audit™ revealed that they were not tracking seat bookings or revenue values, and as soon as this problem was resolved, they started to see spectacular success within just a few weeks.
With ever-growing market demand, they then grew their business by 15X over the next ten years, with a return on Google Ads spend of 19.44X (1,944%).
They became so successful they were able to buy out two of their main competitors, grow their fleet, hire more people, and run unlimited budgets on Google Ads in thirty-three countries worldwide, to outsell and outspend their rivals.
In 2018 they were acquired by an international travel operator – possibly the dream of many business owners. In peak season January 2019, they had their first ever $1m month.
NB. This case study is in UK GBP currency. As of writing, £1.00 GBP = $1.38 USD
The ski transfer business is obviously very seasonal, with winter seeing peak demand. The graphs show the bookings, with January the busiest month. The peaks show how the marketplace grew and bookings increased every year for ten years running, with consistent cost per booking and Google Ads ROI.
Before — peak season January 2009
- 556 seat bookings
- £50,040 GBP revenue ($69,277 USD)
After — peak season January 2019
- 8,324 seat bookings
- £752,850 GBP revenue ($1,042,125 USD)
15X business growth 2009 — 2019
- 1,249 campaigns
- Unlimited daily budgets
- 195,225 transfer bookings
- Average booking cost £4.60
- Seat booking growth of 1,497%
- 33 countries targeted world-wide
- Booking (conversion) rate 15.28%
- Business growth of 1,505% over ten years
- Return on Ad Spend (ROI) 19.44 (1,944%)
- Total gross campaign revenue £17,636,220 GBP / $24,418,265 USD
Start-up to selling the company in ten years
“I first discovered David Rothwell’s Google Ads services in 2008. We operate shared and private airport transfers from Geneva to ski resorts in the Alps.
Google Ads is difficult and confusing and we needed to make sure the cost per conversion accurately meets our business goals.
The biggest challenge for us is that transport fixed and running costs are very high with fuel, buses, tolls, driving staff, admin staff and the short winter seasons. We needed to maximise everything in the winter to see the whole year through.
What made us decide to use David’s service was good testimonials from other companies and a long introductory telephone chat.
David quickly understood our business model, and is extremely fast to respond and change things according to our needs.
Over the last ten years, we have grown our business by 15X, with a consistent Return on Investment (ROI) of almost 20X from our Google Ads campaigns.
We have bought out two of our local competitors, and we sold our company to an international transport operator, thanks to David and Google Ads.”
– Simon, Founder
The goal of the campaigns was simple – fill the minibuses, all day, every day, as often as possible, for the right booking price. No service business wants an empty calendar or seat. When you’re selling your time, all you want to do is show up and serve your customer, having already been booked and paid.
Place to place transfers have many “buying keywords”, such as airport names and designations, places and towns, resorts and area names, modes of transport, solo or group and so on. These do not change, only grow, develop, and expand over time.
This destroys the myths that correctly designed, built, and targeted campaigns need to be constantly adjusted and experimented with, and that automation can’t be trusted for consistent, controllable, and predictable performance.
I consulted in depth with the client to know exactly how their business operates, where customers come from, how to target them, how to avoid the wrong ones, the routes they booked and the revenue they created, how much bookings should cost to acquire, and how to eliminate wasted ad spend.
Because tourists flock to Switzerland to ski from all over the world every winter, we reached them by running over a thousand campaigns in thirty-three countries, with unlimited daily budgets. All the existing campaigns had to be replaced with correctly targeted ones using specific route-related destinations, locations, and modes of transfer.
As fast as they were getting bookings and filling their capacity, they were acquiring more vehicles to service them, growing their capacity and business every year for ten years running.
Daily budget £345,100 per day across 1,249 campaigns in 33 countries
Sixty minutes to sell
34% of customers booked in less than 60 minutes
You have just 60 minutes to sell your stuff to well-targeted visitors who are looking for you. SEO rankings can take weeks or months. It’s called “opportunity cost”. You don’t have that time. Your competitors will be paid instead of you.
In this case study, from first seeing the ad (first impression) to making the booking (conversion), over 34% of visitors did this in one hour or less.
Business is numbers
Because they knew their numbers, capacity, average seat booking values, and operations so well, they could outspend and outsell their competitors, and they were able to buy two of them out.
Ultimately, rather than create a new service, when an international transport operator wanted to enter the lucrative Swiss ski transfer marketplace, they simply acquired the most successful one.
I carried on supporting them after acquisition, and subsequently they deployed their own in-house team to take over fully.
This has happened with six of my top twenty clients since 2005, and is the natural evolution of a successful company. I published my last book “Clicks to Money” on Amazon to tell this case study in a light-hearted, fictional setting.
- Understanding the client’s business model, routes, sub-routes, bookings and payments method
- Integrating their routes and bookings with Google Search campaigns
- Precision targeting and tracking their ideal customers world-wide, knowing how much to spend to acquire them
- Consistently meeting their target Cost per Acquisition (CPA) and growing their business revenue for ten years
Although many businesses including travel, transfers, hospitality, and leisure (including this one) have been badly affected, nevertheless the fundamentals in money, business, campaigns, tracking and targeting in this case study remain as true and as important as ever for any business who can still trade online.
Why we’re different
We are results, revenue and ROI-driven. In the digital age, data beats opinion, and money beats data. Google Ads does not make money for every business. Anyone who tells you that is either lying, or deluded.
You get paid, or we don’t. We only partner with clients who make money from our work. We do not accept money from our clients unless they get guaranteed value in return.
Unlike other agencies, we get paid by results and profit share, not percentage of ad spend. Like you, we have “skin in the game”.
Your business is numbers. Google Ads is math. With the right numbers for your unique business, making Google Ads make money is a mathematical certainty.
We guarantee 2X-20X ROI for all our clients, so, unlike other Google Ads audits we’ve seen, our unique ROI Audit™ focuses exclusively on how to make your campaigns make money by integrating them correctly with your business, your website, your sales process, and your numbers.
The free Google Ads ROI Audit™ forensically checks your campaigns against Key Performance Indicators, conversion tracking, targeting, and ROI. If we work together, it’s the starting point for all other work, both ours, and yours, and the results are unique to every Google advertiser.
It reveals opportunities to reduce wasted ad spend, improve campaign performance, grow your sales and revenue within the way your business operates, and the potential size of your marketplace.
Do you qualify to work with us?
Because we guarantee 2X – 20X ROI, we can only work with qualifying service providers, digital businesses, and e-commerce merchants who closely resemble our successful Case Studies.
These usually do NOT include:
- Local businesses
- Offline orders e.g. by email or phone call
- Lead generation with unknown and unproven monetary value
- Lengthy and complicated sales processes and cycles e.g. trades companies
To qualify for the ROI Audit™, you must:
- Have available capacity or be able to scale it with market demand
- Be an existing Google Advertiser with at least 60 days current data
- Be able to adapt your sales process if improvement opportunities arise
- Be willing to increase your campaign budgets in line with sales and revenue
- Take online appointments or bookings with a known monetary value or average, OR
- Take online transactions or deposits with a payment processor or shopping cart
- Be able to update your website with pages, tracking codes, plugins or other integrations
Get the ROI Audit™ now
The Google Ads ROI Audit™ is for existing Google Advertisers ONLY
All you need is your Google Ads account ID.
Click the link below for full instructions.