CASE STUDY
TNA Bus Hire
25% Conversion Rate, Held Stable for Two Years in a Climbing Bus Charter Market
How Market Lead took over TNA Bus Hire's paid acquisition in March 2024, dropped CPC by 20% in the first month without losing CTR or conversion rate, and has now sustained a 25%+ conversion rate and 7%+ CTR across a rolling 90 day window while category pressure has pushed competitor costs in the opposite direction.
Client
TNA Bus Hire
Industry
Transport, Bus Hire and Charter (B2B and B2C)
Services
Advanced Google Ads, Conversion Rate Optimisations, Meta Ads, Enterprise Reporting, Advanced Data & Attribution
Timeline
Ongoing, since March 2024 (26+ months)
25.54%
7.29%
20%
A National Operator in a Category Getting More Competitive Every Quarter
TNA Bus Hire is a national bus charter operator known for same-day quoting, local knowledge across every major Australian metro, and national coverage from Sydney and Melbourne to Brisbane and inbound international tourism work.
For years, paid search had been a reliable engine for them, supported by a strong direct response landing page and a recognisable national brand.
Then the category changed. New entrants drove auction pressure up, CPCs across the bus charter category started climbing quarter over quarter, and the existing paid acquisition setup was no longer keeping pace. Holding performance steady was no longer the same job it had been the year before, and the team needed a partner who could rebuild structure, tighten attribution, and bring enterprise-grade reporting across the full marketing stack, not just Google Ads. That engagement started in March 2024.
Climbing category-wide CPCs, no consolidated SEO + Ads + Meta + website reporting view, fragmented attribution
Engineer stability in a market where stability is, itself, the win.
The strategy was not to chase aggressive growth at the expense of efficiency. The strategy was to engineer stability in a market where stability is, itself, the win.
That meant rebuilding the account architecture, integrating offline data so the algorithms could see beyond the click, and putting one consolidated reporting view across SEO, Google Ads, Meta Ads, and the website so decisions could be made in days instead of months.
The Key Insight
In a category where every other operator's effective cost was rising, holding cost per click 20% lower while sustaining conversion rate above 25% was equivalent to a quarter-over-quarter compounding gain in real terms.
Four Pillars That Transformed the Pipeline
Two Years of Performance Stability in a Market That Has Not Sat Still
Across a rolling 90 day window, TNA's paid search account is now producing a 25.54% conversion rate against a 7.29% click-through rate, at a $4.20 average cost per click. Over the past 30 days, those figures sit at 24.66% conversion rate, 7.33% CTR, and $4.37 CPC. Across both windows, performance has held within tight bands while category CPCs have climbed.
The integration of offline sales and quote data into the ad account is what makes that stability durable. The bidding algorithms are no longer chasing form fills; they are chasing keywords that the sales team has already confirmed produce real bookings. One large fleet booking flowing back into the account through the offline data feed teaches the algorithm more than a hundred unqualified form completions ever could.
The reporting layer carries that signal across the rest of the marketing stack. With SEO, Google Ads, Meta Ads, and the website all consolidated into one enterprise-grade view, the TNA leadership team is making weekly decisions on the same data the agency is, in the same shape.
Ready to Stabilise Your Paid Acquisition?
We've helped operators like TNA Bus Hire engineer stability in categories where everyone else is paying more for less. If you're running paid traffic in a competitive market and feel like the ground is shifting under you, let's talk.
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