Case Study
SearchKings Africa & AVIS
Exponential Growth Driven by Strategic Efficiency
Maximum Impact, Controlled Investment
SearchKings Africa partnered with AVIS to unify and revitalise their Google Ads strategy. This collaboration focused on applying superior technical skill and strategic optimisation, resulting in a dramatic 145.81% increase in confirmed reservations from Google Paid Search channels, all achieved without a corresponding increase in advertising budget. This case study demonstrates how SearchKings Africa’s expertise creates elevated performance through efficiency, not inflation.
1. The Challenge: Fragmented Strategy Hinders Growth
Prior to SearchKings Africa’ engagement, AVIS’s Google Ads accounts & Strategy were distributed and managed inefficiently. This dispersion led to conflicting strategies, wasted spend, and a ceiling on growth due to a fragmented data view. The core problem was maximising reservations within an existing spend framework, requiring skill and surgical optimisation rather than a budget uplift.
Key Goals for SearchKings Africa:
- Consolidate all Google Ads accounts for unified, efficient management.
- Maximise high-value conversions (Confirmed Reservations) without increasing the overall budget.
- Significantly improve campaign efficiency metrics (e.g., Session Key Event Rate).
2. Our Strategic Solution: Centralisation and Hyper-Optimisation
SearchKings Africa implemented a strategy centred on precision, utilising our Premier Google Partner status to leverage technical capabilities for maximum ROI.
A. Centralised Account Management
By bringing both AVIS’s and Budget’s Google Ads under unified management, we were able to control budget allocation dynamically and eliminate waste from overlapping campaigns, ensuring every dollar was spent optimally.
B. Precision Optimisation and Traffic Quality
Instead of simply spending more, we focused on increasing the quality of traffic:
- Targeting Refinement: Concentrating efforts on high-intent search keywords (Brand and specific geographic queries) to capture customers actively ready to book.
- Performance Maximisation: Leveraging PMax and high-performing Search campaigns to drive efficient scale.
C. Digital Maturity Workshop Value: The Engine of Efficiency
Our alignment with our Partners at Google is aimed at shared success for AVIS. The customer has proposed a digital maturity workshop to take place in Q1 25. The outcome of this workshop will be enhancing AVIS’s measurement and automation capabilities; we ensured that the campaigns could learn and optimise faster, leading directly to a significant uplift in conversion probability.
3. The Impact: 145% More Reservations
from the Same Investment
The results following the strategic centralisation and optimisation phase showcase the profound impact of technical skill on performance.
Metric: Key Events (reservation confirmed)
Previous Period (2024): 8,964
SearchKings Africa Period (2025): 22,033
% Change: +145.81%
Narrative: Core Win:
We nearly tripled the number of confirmed reservations from Google Ads.
Metric:Total Sessions (google/cpc)
Previous Period (2024): 936,949
SearchKings Africa Period (2025): 1,729,138
% Change: +73.94%
Narrative: Reservations grew nearly twice as fast as sessions, proving improved efficiency.
Metric: Session Key
Event Rate
Previous Period (2024): 0.96%
SearchKings Africa Period (2025): 1.29%
% Change:+34.38%
Narrative: Efficiency Win:
A substantial increase in the probability of
a session turning into a confirmed reservation.
Key Takeaway: SearchKings Africa’s expertise allowed AVIS to achieve a 145.81% increase in confirmed reservations by focusing on traffic quality and strategic management, dramatically improving ROI and efficiency within the existing budget structure.
4. Operational Excellence: Performance Snapshot
(November 2025)
The centralised strategy maintains exceptional efficiency in the most recent reporting period:
Metric: Total Google Ads Conversions
Value: 3,614
Observation: Strong monthly volume.
Metric:Cost per Conversion (CPC Lead)
Value:R 807
Observation: Efficiency Highlight:
Demonstrating highly cost-effective acquisition for a high-value car rental reservation.
The Power of Centralisation in Action (Budget Brand):
The same efficiency model was applied to the Budget sub-brand, showing controlled acquisition:
Budget Google Ads Conversions: 519
Budget Cost per Google Ads Lead: R1,174
The ability to simultaneously manage and optimise both brands under one strategy proves SearchKings Africa’s scalable and efficient approach.
Conclusion:
Skill Over Spend
SearchKings Africa successfully demonstrated that advanced management and digital maturity are the real drivers of growth. By stabilising and centralising AVIS’s Google Ads, we achieved a remarkable 145.81% increase in reservations, showing that our expertise in the field can boost performance without increasing the budget. SearchKings Africa’s value-driven approach and strategic alignment with top-tier in-country Google support are crucial for ongoing brand and revenue growth for AVIS as a group. This partnership has established a sustainable, high-ROI framework that ensures AVIS’s continued market leadership.
