Google Ads for RTO Delhi: Cut Cost Per Lead by 50%
Client Snapshot
RTO consultancy struggling with high cost per lead and low conversion rates
Business Overview
Our client is an RTO consultancy based in Delhi, providing essential services to car owners in the region. Despite offering valuable services, they were struggling with inefficient advertising and high customer acquisition costs.
Services Offered:
- RC transfer
- Vehicle NOC
- Driving license consultation
Target Market:
- Car owners within 8 km radius
- Monthly budget allocation: โน40,000
Conversion-focused search ads strategy with clear performance goals
Primary Goals
Search Ads are conversion focused with specific targets to improve business performance:
- Increase calls from website listed through Google Ads
- Reduce cost per lead from โน800 to โน400
- Rank top for "RTO agents in Delhi," "RC transfer in Delhi," and few other keywords
Strategic keyword selection using Google Keyword Planner and SEMrush
Keyword Selection Process
Used Google Keyword Planner + SEMrush focusing on Average monthly searches and top of page bid, along with competition on the keyword:
- Found keywords that were high volume and commercial intent
- Focused on long-tail: "RTO agents in south Delhi", "reliable RTO agents in Delhi", "vehicle ownership transfer agents in Delhi"
- Competition was less
Target Keywords:
Comprehensive Google Ads strategy with focused targeting and optimization
Match Types Strategy
Started with Phrase and Exact match for better control and relevance:
- Developed a focused keyword strategy to target high-intent searches such as "RC transfer in Delhi", "RTO agents in Delhi", and "Reliable RTO agents in Delhi"
- Started with a mix of phrase match and exact match keywords to maintain control over search relevance
- Selectively used broad match modifiers to expand reach
- Regular analysis of the Search Terms Report allowed us to identify and add irrelevant or low-quality search terms to a negative keyword list
- Significantly reduced wasted spend
- Improved click-through rate by 28% and reduced cost per irrelevant click by over 40%
Ad Group Segmentation
Grouped by service for better relevance and Quality Score:
- Structured Google Ads campaign using tightly themed ad group segmentation to improve relevance, Quality Score, and ad engagement
- Each ad group focused on a specific service intent โ such as "RC Transfer Services", "Driving License Assistance", and "RTO Agent Near Me"
- Ensured that keywords, ad copy, and landing page content were all aligned
- The "RC Transfer Services" ad group included keywords like "RC transfer in Delhi", "ownership transfer RTO Delhi", and "transfer vehicle ownership Delhi"
Ad Extensions Implementation
Used comprehensive ad extensions to improve visibility and click-through rates:
Callout Extensions
Emphasized trust & benefits:
- "Reliable RTO Agents"
- "Fast RC Transfer documentation"
- "100% trusted Process"
Structured Snippets
- Header: "Services Offered"
- Values: RC Transfer, Driving License, Vehicle NOC, Ownership Change
Location Extensions
- Linked to verified Google My Business listing
- Helped improve local relevance and ad placement on Maps
Call Extensions
- Click-to-call on mobile ads
Ad Copy Testing
A/B tested urgency-based headlines for optimal performance:
- Conducted A/B testing for Google Search Ads targeting vehicle registration and license services
- Compared different headline variations focused on urgency ("Apply RTO Services Today") versus trust-building ("Govt-Approved RTO Agents Near You")
- Used Google Ads experiments and tracking performance through Google Analytics and conversion tracking
- Optimized the campaign by adjusting keyword match types and refining ad copy based on engagement metrics
- Achieved a 32% increase in conversion rate and a 24% reduction in cost per lead (CPL) over a 4-week period
Continuous performance improvements over time
Performance Optimization Methods
Systematic approach to improving campaign performance through data-driven optimizations:
- Monitored Search Term Reports weekly โ added negatives
- Adjusted bids based on device (mobile preference)
- Scheduled ads 7 AMโ9 PM only (based on conversion heatmap)
- Switched from Max Clicks โ Max Conversions after 30 conversions
Outstanding performance improvements and campaign success
Campaign Performance Results
- 32% increase in conversion rate
- 24% reduction in cost per lead (CPL) over a 4-week period
- 28% improvement in click-through rate
- Over 40% reduction in cost per irrelevant click
