How Aimers increased signups by +79% for Singapore car rental service Drive lah
Drive lah is a leading peer-to-peer car-sharing service where Singaporeans can rent a large variety of cars. The community boasts 200K+ registered users and nearly 4K+ listings. Drive lah is a unique car rental platform that brings people together, builds a community that wants to create a better environment, and uses assets more efficiently.
With Drive lah, users can reduce the cost of car ownership in a safe way by renting it out when they don’t need it. Renters can rent those cars when they are not used by their owners at a good value. In a fast-growing non-ownership economy, Drive lah simplifies car access and traveling.
increase the number of signups
booking requests increase
Challenge
The main goal was to attract more users divided into the following categories:
- signups (ToFu),
- verified drivers (MoFu),
- booking requests (BoFu).
One more area to work on was optimizing the CPA for these target actions or at least try to keep them on a stable level considering sharp budget scaling (during the year of cooperation, Drive lah scaled their budget by +86%).
Originally, the main source of leads for Drive lah was Facebook, and Aimers needed to organize Google Ads to turn it into a stable source of leads.
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During the year of cooperation, Aimers refined and organized the Drive lah Google Ads account, with the main focus on search campaigns. In total, we launched almost 40 campaigns and experiments.
Within the search network, our team implemented a comprehensive marketing strategy:
- Launched a generic campaign with the top relevant keywords related to the service.
- Ran a successful test with broad match keywords based on the generic campaign to expand the reach.
- Launched a branded campaign to protect the brand name.
- Reorganized and scaled the competitors campaign by conducting additional keyword research.
- Set up tests to compare the performance of the manual and automated bidding strategy with further implementation of the winning strategy on almost all campaigns.
- Managed promo campaigns with special seasonal offers.
As for other campaign types, we ran numerous tests and tried different formats to achieve the results for Drive lah:
- Ran several App campaigns to generate more app users.
- Launched a remarketing campaign for website visitors with granular audience targeting.
- Launched a display campaign by interests.
- Tested a Discovery campaign for custom segments to compare its performance vs. the display campaign.
- Tested a Performance Max campaign.
- Launched a Video campaign to increase brand awareness.
Results
As a result of the above-mentioned strategy, our team met the initial project goals and significantly increased the total number of target actions along with keeping a stable CPA despite the ever-increasing budget:
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