Australian market case study

SSkip The Dealer

Skip The Dealer
Growth System.

I helped Skip The Dealer, an Australian car-buying service, grow qualified leads 4× without increasing ad budget.

The work covered the full lead-generation system: website UX/UI, lead form optimisation, Meta Ads, content ad execution, Google Ads, SEO/AEO and CRM optimisation.

Email Ashley Roles for Ashley

Snapshot

CPL improved 3×

400 → 1,700 / month

Monthly leads increased beyond the original target.

Organic clicks +1,106%

Organic search became a stronger acquisition layer.

Challenge

Quality gate tightened

I took over from roughly 400 leads per month. The business target was to reach 1,200 qualified leads per month within 10 months — without increasing ad budget.

In month 7, the sales team tightened the lead criteria. The website form previously accepted vehicles under 10 years old. After the change, the business only wanted vehicles under 7 years old. The target did not change.

10 months

Timeline

400 → 1,200

Lead target (qualified leads/month)

$0 extra

Ad budget

Condition gate tightened

Vehicle criteria tightened from <10y to <7y.

Context

A competitive market dominated by bigger players.

The Australian used-car space is highly competitive. Sellers can compare options across marketplaces, valuation tools, dealer networks and online car-buying services before deciding where to submit their car details.

For a smaller player like Skip The Dealer, the challenge was not just getting more traffic. The brand had to build trust fast, explain the process clearly and make every lead source work harder.

Bigger competitors

Marketplaces, valuation tools and dealer networks already own recall.

Trust barrier

Sellers need clear proof before sharing details on a high-value asset.

Lean resources

A one-person marketing function with no extra media budget.

What I did

I rebuilt the acquisition system.

I did not treat paid ads, SEO, website and CRM as separate tasks. I rebuilt the system so each touchpoint supported the next one.

I rebuilt the lead-capture journey.

I audited the website journey, redesigned the form flow, improved question logic, tightened the messaging and monitored each step to reduce friction and improve conversion.

Website UX/UIForm logicConversion flow

I restructured and optimised paid media campaigns.

I improved Meta and Google Ads around campaign hierarchy, search intent, creative hooks, ad copy, retargeting, budget allocation and target cost per lead.

Meta AdsGoogle AdsCPL control

I planned and executed content ads.

I created content for both brand trust and sales conversion across Facebook, Instagram, website and LinkedIn — from insight, angle and messaging to creative execution.

Content strategyAd messagingVideo execution

I built SEO/AEO for sustainable acquisition.

I improved technical SEO, site structure, schema and content coverage so organic search could support lead generation over time and reduce pressure on paid media.

Technical SEOBacklinksBlogs writing

The results

The system exceeded the target — without extra ad budget.

The original target was 1,200 qualified leads per month. The system reached around 1,700 monthly leads without additional ad spend. The result came from better conversion structure, stronger paid-media efficiency, sharper messaging, stronger content touchpoints and a more supportive organic search layer.

420 → 1,752

Monthly leads grew from July 2025 to May 2026.

A$22 → A$7

Cost per lead dropped by roughly 68%.

259 → 781

Google Ads conversions increased by ~202%.

354 → 4,270

Organic clicks increased by ~1,106%.