Google Ads Case Study: Portable Toilet Hire South Africa

How we generated 400+ leads while reducing cost per click by over 50%.

A high-performance Google Ads strategy focused on increasing traffic, improving conversion rates, and scaling lead generation.

Campaign Overview

Absolute Ablutions partnered with Cape Marketing Agency to scale their lead generation through Google Ads across South Africa and broader African markets.

The primary objective was to:

Increase lead volume
Improve click-through rate (CTR)
Optimise on-site conversion rates
Reduce cost per click (CPC)

The strategy focused on leveraging a Max Clicks bidding approach, combined with strong ad copy and improved landing page performance.

Campaign Results

Key Metrics:

Total Ad Spend: R44,635
Total Clicks: 6,508
Total Leads Generated: 416
Average Cost Per Click (CPC): R6.86
Click-Through Rate (CTR): 13.34%
On-Site Conversion Rate: 6.39%

Key Performance Highlights

Lead Generation Scale

Generated 416 leads from Google Ads
Built a consistent and scalable inbound pipeline
Strong performance across South Africa and regional markets

CTR Optimisation

Achieved an average CTR of 13.34%
Peak performance reaching 17.88% CTR
Significantly above Google Ads industry benchmarks (typically 3–7%)

Conversion Rate Improvement

Achieved an average conversion rate of 6.39%
Peak conversion rate of 11.01%
Demonstrates strong alignment between:
- Search intent
- Ad messaging
- Landing page experience

Cost Per Click Reduction

Reduced CPC from approximately R15 → R5–R7 range
Average CPC achieved: R6.86
Represents a 50%+ reduction in traffic acquisition cost

Our Google Ads Strategy

Max Clicks Bidding Strategy

Focused on driving high traffic volumes
Allowed rapid data collection and optimisation
Scaled campaigns efficiently across regions

High-Performance Ad Copy

Clear service positioning
Strong call-to-action messaging
Location-based relevance
Focus on urgency and availability

Keyword Targeting

Focused on high-intent keywords such as:
- portable toilet hire
- mobile toilet rental
- event sanitation services
- construction site toilets

Landing Page Optimisation

Simplified enquiry process
Clear service offering
Strong call-to-action placement
Mobile-first optimisation

Continuous Optimisation

Ongoing CTR improvements
CPC reduction through bid optimisation
Conversion tracking and refinement
Campaign scaling based on performance

Performance Insights

High CTR indicates strong ad relevance and keyword targeting
Conversion rates confirm effective landing page alignment
Lower CPC allowed greater traffic volume within the same budget
Scaling across regions created additional lead opportunities

This campaign highlights the importance of balancing traffic volume with conversion efficiency.

Business Impact

Through this campaign, Absolute Ablutions was able to:

Generate a high volume of consistent leads
Reduce marketing costs significantly
Improve overall marketing efficiency
Expand reach beyond local markets

About Absolute Ablutions

Absolute Ablutions provides portable toilet hire and sanitation solutions for events, construction sites, and commercial use across South Africa and surrounding regions.

The company focuses on reliability, hygiene standards, and efficient service delivery.

Conclusion

This case study demonstrates how a well-structured Google Ads campaign can significantly improve both traffic performance and lead generation efficiency.

By focusing on CTR, conversion rate, and CPC optimisation, Cape Marketing Agency successfully helped Absolute Ablutions scale their marketing performance while reducing costs.

Cape Marketing Agency specialises in Google Ads and PPC services for portable sanitation, site services and equipment hire businesses, helping portable toilet hire companies, mobile sanitation providers, construction site service providers and event infrastructure businesses generate qualified leads and rental enquiries through paid search.

Cape Marketing Agency forms part of the My SME group of companies.

Want More Leads at a Lower Cost?

If you're looking to generate more leads while reducing your advertising costs, we can build a performance-driven Google Ads strategy tailored to your business.