Hybrid Autos: one in twelve ad clicks became a call or callback
Hybrid Autos turned about one in twelve Google Ads clicks into a call or callback request in its first month of ads, led by accident repair searches. Accident repair searches drew 90% of clicks and 88% of recorded enquiries, 57% of enquiries were phone calls, and four in five clicks came from a mobile phone.
Services
Google Ads management · Enquiry tracking · Website design and landing pages
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
1 in 12
Google Ads clicks became a call or callback request
First month of Google Ads
How it was measured
Calls and callback requests Google Ads recorded from the ads, divided by ad clicks over the same days. Every callback form in the client's own records carried a Google Ads click.
90%
Ad clicks that came from accident repair searches
First month of Google Ads
How it was measured
Clicks on the accident repair ads as a share of all ad clicks over the same days. Rounded down.
88%
Recorded enquiries that came from accident repair searches
First month of Google Ads
How it was measured
Recorded enquiries from the accident repair ads as a share of all recorded enquiries over the same days. Rounded down.
57%
Recorded enquiries that were phone calls rather than callback forms
First month of Google Ads
How it was measured
Calls Google Ads recorded from the ads as a share of all recorded calls and callback forms over the same days. Rounded down.
80%
Ad clicks that came from a mobile phone
First month of Google Ads
How it was measured
Clicks on mobile phones as a share of all Google Ads clicks over the same days. Rounded down.
How we measured +
Figures cover the first 32 days of Google Ads. Enquiries are recorded calls and callback requests, and service groups follow the ad that answered the search. These are early enquiry results; device shares describe clicks.
In one minute
The 60-second version
Hybrid Autos, from the brief to the result in 5 short slides.
01 The business
A Sydney service for drivers in a not-at-fault accident
Hybrid Autos, trading as Hybrid Claims, helps not-at-fault drivers in Sydney with a replacement hire car, repairs and claim management, with costs recovered from the at-fault insurer.
02 The problem
Drivers search for the repair, not the claim process
After an accident, a driver searches for what they can see: a damaged car that needs fixing. Few search for claim management by name.
02
03 What we built
Ads for each part of the accident journey
Separate ads cover accident repairs, replacement hire cars, claim management and liability questions, each landing on the matching page with a call button and a short callback form.
04 What happened
One in twelve clicks became a call or callback request
In the first month of ads, about one in twelve clicks became a recorded enquiry. Accident repair searches drew 90% of clicks and 88% of recorded enquiries.
1 in 12ad clicks became a call or callback request
05 What we learned
Calls first, and on a phone
57% of recorded enquiries were phone calls, and 80% of clicks came from a mobile phone. For an accident service, the call button carries most of the work.
57%of recorded enquiries were phone calls
01 / 05
Insights
What the data showed
Details from the Hybrid Autos project. Open a card for the finding and its source.
Service01
88%
Accident repair searches drew 90% of clicks and 88% of recorded enquiries.
Accident repair searches88%
Hire car, claim and other searches12%
Drivers after a not-at-fault accident mostly searched for the repair rather than for a hire car or help with the claim. The repair ads sent them to the vehicle repairs page, which explains that repairs are arranged through a Sydney workshop network with the cost recovered from the at-fault insurer. For this business, the repair search is the front door to the whole service.
Source and basis. Recorded enquiries from the accident repair ads as a share of all recorded enquiries, first month of Google Ads. Groups follow the ad that served the search. The click share uses the same ads' clicks. Rounded down.
Calls02
57%
More than half of recorded enquiries were phone calls rather than callback forms.
Phone calls57%
Callback forms43%
57% of recorded enquiries were calls. Someone dealing with a damaged car often wants to talk it through straight away, so the phone number sits in the header and in a floating call button, beside a short callback form that asks about the situation and whether the car can be driven.
Source and basis. Calls as a share of all calls and callback forms Google Ads recorded from the ads, first month of Google Ads. Rounded down.
Device03
80%
Four in five ad clicks came from a mobile phone.
Mobile phone80%
Desktop and tablet20%
Most people searched from a phone, so the call button and the short callback form have to work on a small screen first. On each page they come ahead of everything else.
Source and basis. Clicks on mobile phones as a share of all Google Ads clicks, first month of Google Ads. Rounded down.
Website development · Hybrid Autos
We built their website, too.
Explore the website we designed for Hybrid Autos: the pages, the mobile experience and the path to an enquiry.
Explore Hybrid Autos’ website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Make the callback about the driver’s situation — The introduction sits beside a form that asks about fault uncertainty and whether the vehicle is drivable. Those selections give the first request useful incident context.
01 / 02 · Make the callback about the driver’s situation — The introduction sits beside a form that asks about fault uncertainty and whether the vehicle is drivable. Those selections give the first request useful incident context.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
Hybrid Autos
Hybrid Autos, trading as Hybrid Claims, is a Sydney not-at-fault accident service offering replacement hire cars, repairs and claim management.
Not-at-fault accident management · Sydney, NSW
SoudCoh services
Google Ads management
Enquiry tracking
Website design and landing pages
What we put in place
The campaign work
Separate ads for accident repairs, replacement hire cars, claim management and liability questions, each landing on its matching page.
Service pages with a call button and a short callback form that asks about the situation and the car.
Recorded calls and callback requests reviewed by search group, enquiry type and device.
What the project delivered
The outcome
About one in twelve Google Ads clicks became a call or callback request in the first month of ads, with accident repair searches bringing 88% of recorded enquiries.
Hybrid Autos turned about one in twelve Google Ads clicks into a call or callback request in its first month of ads, led by accident repair searches. Most of the people who got in touch rang rather than filled in a form, and four in five clicks came from a mobile phone.
The business
Hybrid Autos, trading as Hybrid Claims, works with drivers in Sydney who have been in an accident that was not their fault. It arranges a replacement hire car, organises repairs through a Sydney workshop network and manages the claim, with the cost recovered from the at-fault insurer. The service runs 24/7.
What we set out to do
A driver who has just had an accident is rarely searching for an accident management company. They search for the problem in front of them, usually a damaged car. The aim was to meet those searches with ads about each part of the accident journey, send each one to the matching page, and see which searches turned into calls and callback requests in the first month.
What we built
The account has separate ad groups for accident vehicle repairs, replacement hire cars, prestige replacement cars, claim management and liability questions. Each ad sends people to the matching page on the website, where a call button and a short callback form sit at the top.
The replacement hire car page: one of the pages the ads send people to.
The callback form asks two quick questions, the driver's situation and whether the car can be driven, so the first conversation starts with useful detail. Calls and callback requests from the ads are recorded against the ad that produced them.
In the first month of ads, about one in twelve Google Ads clicks became a call or callback request. Accident repair searches dominated. They drew 90% of clicks and produced 88% of recorded enquiries, well ahead of the hire car and claim management ads.
57% of recorded enquiries were phone calls rather than callback forms, and 80% of ad clicks came from a mobile phone.
The repair search is the front door
Drivers searched for the repair far more than for the hire car or the claim. The repair page therefore carries the whole offer: repairs arranged through a Sydney workshop network, a replacement car and the cost recovered from the at-fault insurer. A driver who arrives looking for a panel beater learns about the rest of the service there.
Calls first, and on a phone
Someone dealing with a damaged car often wants to talk to a person straight away. More than half of recorded enquiries were calls, and four in five clicks came from a phone, so the call button and the short callback form have to work on a small screen first.
This is one month of data and a modest number of enquiries, so the shares are a guide rather than a settled rate.
How we measured it
Recorded enquiries are the calls and callback requests Google Ads recorded from the ads over the first 32 days of ad spend. Every callback form in the client's own records carried a Google Ads click. Search groups follow the ad group that served the ad, and device shares use Google Ads clicks.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
Put your own numbers to work: what the calls nobody answered cost, with your own click price and close rate. It takes about a minute and asks for nothing.
— 06 · The rules behind it
How we run accounts
How we manage the campaign.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to your business.
How was the one in twelve figure for Hybrid Autos worked out?
We divided the calls and callback requests Google Ads recorded from the ads by the number of ad clicks over the same days, in the first month of ads. Every callback form in the client's own records carried a Google Ads click.
Why did accident repair searches lead?
After a not-at-fault accident, most drivers search for the thing they can see, a car that needs fixing, rather than for a hire car or claim help. The repair ads met that search and sent people to a page that explains the full service.
Why did more people call than fill in the form?
Someone dealing with a damaged car often wants to talk to a person straight away. 57% of recorded enquiries were calls, which is why the phone number sits in the header and in a floating call button on every page.
Is one month of data enough to rely on?
It is enough to show the direction: which searches brought enquiries, how people got in touch and which devices they used. The shares rest on a modest number of enquiries, so they are a guide rather than a settled rate.
What do the results in this Hybrid Autos case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: First month of Google Ads. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for my business?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
— 09 · Read next
More work in this industry.
Explore the campaigns, websites and customer journeys we have built for more businesses in this industry.
