AMR Mobile Services
Rebuilt a single-ad-group Google Ads account into a themed structure and built the landing page it had been missing.
Client
AMR Mobile Services
Industry
Automotive services · UK
Timeline
Ongoing since April 2026
Services
Paid Media, CRO
The challenge
AMR Mobile Services runs mobile valeting and detailing across Kent and south-east London. When we took over the Google Ads account it was running one active campaign with a single generic ad group, no negative keyword strategy, auto-applied recommendations switched on, and every ad pointing at the homepage.
Budget was going out against searches AMR could not serve — wrong regions, DIY product queries, competitor brands. The traffic that did qualify arrived on a general homepage with no service-specific message and no focused call to action, which meant the account was paying full price for clicks and then losing them at the door.
What we did
Day one was about stopping the bleeding: auto-applied recommendations were paused, a shared negative keyword list was applied across every campaign, and ad rotation was set to rotate indefinitely so testing could actually be read.
Structure rebuilt from scratch. One generic ad group became nine themed ad groups across three campaigns, each mapped to a specific service line — valeting, detailing, interior, mould removal, ceramic coating.
A page built for the ads that point at it. We designed and built a dedicated conversion-optimised landing page for mobile valeting, replacing the homepage as the destination.
Search query reviews every two to four days. Nine sessions added 410+ negative keywords, blocking out-of-area searches, DIY intent and competitor terms as they appeared rather than at month end.
Geo targeting matched to the service area. 45 serving locations targeted, 93 non-serving UK regions excluded outright, with bid adjustments layered onto the highest-value postcodes.
Fifteen-plus new responsive search ads, each written to its own service with local signals and clear pricing.
The account now ranks consistently in the top three positions for its highest-intent keywords, on traffic it can actually serve.
The outcome
Visibility and traffic both grew as the new campaign structure took hold, and the account reached absolute top of page on its highest-intent terms — matching the benchmark set by the strongest competitor identified in the audit.
The clearest result came from the page. The dedicated landing page converted at two and a half times the rate of the homepage the ads had previously been pointing at, with the same campaigns, the same keywords and the same budget behind it. The only variable that changed was where the click landed.
Landing page conversion rate
Daily impressions
Absolute top impression share
