How Orana Car & Truck Rental increased conversions by 379% in just 30 days

  • 0 Increase in conversions
  • 0 Increase in conversions in 30 days
  • 0 Increase in conversion rate

Project Overview

Orana Car & Truck Rental (Orana) is a car and truck rental firm providing better customer service with ever-better deals since 1975. The brand re-distinguished itself from its numerous competitors, as the industry was in the midst of a resurgence of car rental businesses and car sharing start-ups. Orana approached our digital marketing experts with the vision to gain market share and drive leads online using digital marketing. We created a three-pronged strategy including Google Ads, SEO strategy and website, in order to help them boost their brand presence and smash their business goals!

Our Proposal

Upon onboarding Orana, we initiated a deep-dive discovery into their business goals and understanding of their target demographic. To ensure that Orana could beat their competitors in their high-demand industry we would have to achieve the following objectives.

  • Establish and differentiate the brand as the top player in the industry.
  • Reach their target audience online using Google.
  • Increase conversions and bookings across all platforms.
  • Boost Digital Marketing return-over-investment (ROI).

Strategy & Awareness

Audits into their SEO and Google Ads account showed us fierce competition, but with our deep experience in the car rental industry and after engaging with the Orana team, we were ready to take on the challenge. We implemented solid strategies;

  • to increase brand awareness across Google, conversions and bookings across all platforms.
  • boost Digital Marketing return-over-investment (ROI).
  • provide unequivocal support to recover from a website crash.

Our Approach

Google Ads

Orana had a solid grasp of their customer base, but had not utilised Google Ads Optimisation to target their correct demographic resulting in high CPA conversions. Our first strategy included the following;

  • Conduct extensive primary and secondary research by collating data from their initial Google Ads campaign
  • Thorough competitor and industry research.
  • Lowered bidding adjustments to target demographics that were driving high CPA conversions.
  • Properly targeting observational in-market and affinity audiences for car rental and commercial rental campaigns!
  • Allow for a more comprehensive analysis of Orana’s conversion data and target market.


Orana previously focused on just backlinking from low-authority pages, and only targeted broad terms that were difficult to rank e.g. car hire, car hire Sydney. In response we;

  • Focused on lower-competitive terms with high intent.
  • Implemented relevant FAQs most researched by users.

Doing so made content more relevant to Orana’s target audience, and pushed their ranking higher on Google SERP.

SEO Research

Website crash? No problem!

In the last quarter of 2019, Orana experienced a website crash resulting in numerous issues across all platforms and reduced conversions from Google Ads and SEO. Our team responded to this challenge by;

  • Implementing Conversion Rate Optimisation on their website.
  • Incorporating A/B testing on high traffic streams.
  • Converting their landing pages.
  • Streamlined user flow and introduced booking categories to the website.
  • Embedded Google Maps with Marker.
  • Implemented call-to-action buttons (on each fold).
  • Added features such as booking forms, clickable phone numbers and emails (click to call).

These optimisation tactics resulted in improved user experience and engagement with greater conversions!

Results So Far

1463% Increase in conversions
While Orana Car & Truck's website crash forced us to take one step back, we took ten steps forward! Our efforts resulted in Orana obtaining up to 1463% increase in conversions!
379% Increase in conversions in 30 days
After recurrent optimisations to the audience and demographic targeting, we have outperformed our goals. In the period July 2019 to August 2020, we reduced the client’s cost-per-leads by 71%!
83% Increase in conversion rate
We also achieved 771.21 conversions per month consistently throughout the period, increasing the conversion rate by 83% respectively.

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Andrew Hou CEO & Co-Founder
Ivan Teh Digital Strategist & Co Founder
Jennifer Valverde People & Culture Manager