Google Ads case – perfect timing boosted Däckspecialen's conversions
When the competition for local tyre services intensifies, increasing the ad budget is rarely the best solution. By shifting the Google Ads investments according to actual demand and focusing on high-value services, we proved that our Paid Media offering can achieve more with less. We increased the conversion value on Google Ads by 39% – despite a 26% reduced advertising budget.
About Däckspecialen in Gothenburg
Däckspecialen is one of Gothenburg’s most established players in tyre and wheel services. With full-service facilities strategically located in both Västra Frölunda and Mölndal, they offer everything from tyre changes and balancing to tyre storage (tyre hotels) and premium tyre sales. As part of the Superdäck chain, they combine the personal service of a local workshop with the strength of a nationwide network.
Challenge: Effective Google Ads advertising for the automotive industry
The market for tyres and automotive services in Gothenburg is highly competitive and heavily seasonal. The client faced the following challenges:
Creating an effective Paid Search strategy with a reduced budget.
Achieving clear, measurable results directly linked to business value.
Implementing analytics tools to provide a solid foundation for strategic decisions during critical seasonal peaks.
Solution: A data-driven Google Ads Strategy
Through close dialogue and a total restructuring of the account, we developed a plan that prioritised profitability over reach. We focused on doing more with less through three main pillars:
1. Measuring right with a data-driven foundation:
To establish a solid data-driven foundation, Google Analytics 4 and Search Console were restructured and re-analysed to understand the entire customer journey.
A Looker Studio report was built to provide the client with full transparency and the ability to make fast, strategic decisions based on real-time data.
2. Reaching the right audience:
Precision Timing: Instead of a linear budget, we scaled up significantly exactly when search volumes for "winter tyres" and "tyre change" peaked.
Local Dominance: Campaigns were optimised to dominate the immediate areas surrounding the Frölunda and Mölndal facilities, eliminating costly clicks from users located too far away.
Keyword Structure: New, sharper ad copies and dedicated landing pages were created to match the client’s specific offers and needs.
3. Maximising results:
Continuous optimisation and A/B testing to lower cost-per-click (CPC) and increase conversions.
A strategic focus on high-value services, such as tyre storage and full tyre servicing.
Results (Q4 comparison)
(1 Oct – 1 Dec, 2024 vs. 2025)
During the most critical period of the year, we didn’t just maintain Däckspecialen’s presence – we significantly improved efficiency:
+39% higher conversion value
-26% lower advertising budget
-60% lower CPC (average price of 6 SEK per click)
-79% lower cost per conversion
Significantly improved ROAS through a focus on high-intent, conversion-driving keywords.
Summary: More conversions with a smaller budget
Successful advertising is not synonymous with high spending. It is about understanding seasonal variations and the needs of the end customer. For Däckspecialen, the new strategy meant they could increase sales during their most important period while simultaneously lowering their total marketing costs.
Ready to achieve more with less?
Get in touch
Reach out to Jenny Mossinger, Head of Sales, for new projects or initiatives.
