Campervan-Hire Network – Demand-Gen Case Study
Filling vans from Cornwall to the Alps with a search-first, story-second playbook.
A family-run fleet wanted summer bookings across the UK, Ireland, Scotland and mainland Europe—starting from virtually zero organic traffic and no paid history. Here’s how a lean growth sprint turned wanderlust into confirmed rentals.
Challange
Fragmented web presence (five regional sub-pages, no schema, slow mobile speed).
Heavy reliance on word-of-mouth; peak-season vans often sat idle outside local demand pockets.
No tracking beyond basic GA, so cost-per-booking benchmarks were guesswork.
Outcome
Website sessions climbed sharply ahead of summer; organic share became the #1 traffic source.
Online bookings filled peak-season inventory weeks earlier than previous years.
Cost-per-booking consistently below industry travel-rental benchmarks, freeing budget for off-season pushes.
(Exact figures stay in-house; performance verified via GA4 + ad-platform dashboards.)
Key takeaways
- Meet travellers before they search “hire” – planning-stage content locks in intent early.
- Geo layering beats broad budgets – ads only showed where pickup routes made sense.
- Iterate the checkout – every CRO sprint paid for itself in recovered bookings.
Approach
| Move | Why it mattered |
|---|---|
| Technical SEO overhaul – Core Web Vitals fixes, camper-schema, consolidated regional slugs. | Gave Google a clean, unified site to rank. |
| Content cluster “van life UK-EU” – guides on ferry rules, right-hand driving, wild-camping laws. | Captured planning-stage travellers months before booking. |
| High-intent Search + Display campaigns – geo-targeted radius + remarketing on gallery views. | Reached serious planners; warmed casual browsers until they booked. |
| Exit-intent pop-up + email sequence – “Reserve your dates, pay later” offer. | Salvaged cart-abandoners and built the newsletter list. |
| Monthly CRO sprints – simplified booking form, trust-badges, real-time pricing. | Turned traffic gains into actual rentals. |
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