Australian market case study
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.
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
Tripple leads. Same budget.
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-month window
Target delivery period.
3x lead target
400 → 1,200 qualified leads/month.
$0 extra
No extra ad spend.
Stricter criteria
Vehicle age gate: <10y → <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.
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.
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.
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.
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.
+317% Leads
Monthly leads grew from 420 in July 2025 to 1,752 in May 2026.
−68% CPL
Cost per lead dropped from A$22 to A$7.
+202% Conversions
Google Ads conversions grew from 259 to 781.
+1,106% Organic Clicks
Organic clicks grew from 354 to 4,270.
Lead growth and CPL dashboard
Monthly leads grew from 420 in July 2025 to 1,752 in May 2026, while cost per lead dropped from around A$22 to around A$7. Growth came from better efficiency, not higher spend.
Meta Ads efficiency
Meta Ads spend trended down while website registrations increased. This shows the channel became more efficient after campaign structure, creative angles and funnel quality improved.
Google Ads performance
Google Ads conversions grew from 259 in August 2025 to 781 in May 2026, while cost per conversion dropped from A$18.85 to A$7.73. Conversion rate improved from 10.3% to 29.1%.
Clicks stayed relatively stable, increasing from 2,524 to 2,682 — growth came mainly from better conversion efficiency.
Organic search growth
Organic clicks grew from 354 in August 2025 to 4,270 in May 2026, while impressions increased from 45K to 429K. Average position improved from 49.9 to 11.8, turning search into a stronger acquisition layer.
WORK EXAMPLES
I don’t just track the numbers.
I create the work behind them.
The content work was designed to support the funnel, not just fill the social calendar.
Meta ad creatives
Visual hook, insight-led
Short-form content built around a real customer objection or market tension.
Educational content, trust built
Educational content that gives sellers a reason to follow, save or enquire.
Visual hook, process explain
Demonstrates process, speed, customer experience and credibility.
5x lower cost
These creatives delivered results at 5x lower cost than the AU industry (benchmark shared by the Meta Pro Team), driven by strong 3-second hooks, short-form formats, and straightforward messaging.
Google ads copy
1 Mar – 30 Mar 2026
CTR
33%
Conversions
380
1 Apr – 30 Apr 2026
CTR
29%
Conversions
498
CTR down 12.1%
Conversions up 31.1%
CTR fell after the copy change, but lead quality improved and conversions increased by 31.1%.
Contact
Need someone who can manage both strategy and execution?
I build acquisition systems across paid ads, SEO/AEO, content, CRM, reporting and website conversion — all aligned with business goals.