4x4 Extras

4×4 Extras is a Perth-based 4×4 specialist — a physical store stocking accessories, parts, and gear for off-road enthusiasts, alongside a training program for drivers looking to build their skills and confidence on the track. It is a dual-revenue business: product sales driven by customers equipping their vehicles, and course bookings driven by drivers wanting expert instruction. Both revenue streams needed Google Ads working effectively to reach the right audience at the right moment — and both had room to grow significantly.

The challenge with a business like 4×4 Extras is that accessories buyers and course bookers are not the same person — or at least, they are not in the same mindset when they search. Someone searching for a bull bar or a lift kit is in a product-purchase frame of mind: they want spec, price, and availability. Someone searching for a 4×4 training course is looking for confidence, credibility, and a booking experience that makes it easy to commit. One Google Ads strategy, loosely applied across both, tends to serve neither audience as well as it should.

Beyond the audience problem, every dollar spent acquiring a customer at a high cost per conversion is a dollar that could have gone further with a better-structured campaign. The goal was not just to drive more traffic — it was to drive more of the right traffic, convert it more effectively, and bring the cost of each conversion down at the same time.

The campaign was structured to treat accessories sales and course bookings as what they are — two different conversion goals requiring two different approaches. Separate campaigns with separate keyword sets, separate ad copy written for each audience’s search intent, and separate landing page alignment so that every click arrived at exactly the right destination with exactly the right message.

For the accessories side, the focus was on high-intent product searches — people who were ready to buy and needed to find 4×4 Extras before a competitor. For the courses side, the ad copy and landing experience was built around credibility and ease of booking — removing friction from a considered decision and giving a prospective student every reason to commit. Across both, bidding strategy and audience targeting were optimised to bring the cost per conversion down, so every dollar of ad spend was working harder than it had before.

The results across both revenue streams were significant. Active users increased 161% and key events — the actions that indicate genuine purchase and booking intent — increased 186%. Course sales grew 29% from campaigns built specifically to reach and convert drivers considering 4×4 training. And the cost per conversion dropped 22%, meaning every gain was achieved while simultaneously improving the efficiency of the ad spend.

That combination — more volume and lower cost per outcome — is the benchmark for a well-run Google Ads campaign. It means the business is not just growing; it is growing in a way that scales. More budget put into a correctly structured, well-optimised campaign delivers compounding returns, not diminishing ones.