branding

development

communication

performance

BRief

Drivo Performance

Drivo — car rental service in New York and New Jersey

YEAR:

2023-20ХХ

WORK:

communication, performance (PPC, Paid Social, SEO), analytics

Drivo is a car rental service based in New York, offering a wide selection of vehicles at airports in Newark (NJ), JFK (NY), LaGuardia (NY), and in Brooklyn (NY). Known for outstanding customer service and easy rental options.

CLIENT

The Drivo team approached us to increase online bookings and tackle the issue of low brand awareness across digital channels in a highly competitive market.

To boost the number of bookings via the website and strengthen local brand visibility, we needed to expand their presence across key digital platforms — including SEO and PPC.

We also set an additional goal: improve source tracking and understand which campaigns actually drive clients. This meant implementing data integrations and refining the analytics pipeline.

TASK

We created a full-scale performance plan that covered both organic and paid channels. The strategy focused on PPC campaigns in Google Ads and SEO optimization tailored to high-intent search queries in New York and New Jersey.

РЕШЕНИЕ

Conducted a full audit of the existing PPC campaigns. Identified key issues: no structure, irrelevant keywords, no negative keywords, and high CPC.

When we stepped in, the project’s advertising wasn’t configured at all. That led to high costs and painfully expensive leads. After a full setup, performance improved drastically — thanks to a well-thought-out approach.

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Paid Search Ads

1.1

Worked on campaign optimization, improved ad quality, and tested multiple campaign formats and hypotheses.

What we did

Analyzed search queries and filtered out irrelevant keywords. Created a detailed negative keyword list to avoid unnecessary impressions.

Optimized keyword groups. Conducted market and competitor research, identified high-converting keywords, and organized them into tightly themed ad groups.

Built a new campaign structure aligned with the sales funnel (awareness, interest, desire, action). Each funnel stage had a separate campaign.

Wrote new ad copy based on strong USPs and clear CTAs. Launched A/B tests to find the most effective ad versions.

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Set up ongoing monitoring and optimization. Built a system for regular campaign performance reviews and implemented adjustments to boost conversions and lower CPC.

Our targeted ad strategy led to a major increase in reach, traffic, and engagement — all while reducing acquisition costs. Drivo saw stronger brand visibility, better conversion rates, and higher marketing ROI.

RESULT

Audited the existing campaigns launched by previous contractors (Facebook, Instagram). Identified key audience groups and segments, crafted personalized creatives, and built a structured funnel-based campaign architecture.

When we joined the project, Drivo's paid social campaigns lacked structure and strategy. The creatives didn’t match the audience, and the funnel logic was missing altogether.

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Targeted Advertising

1.2

Identified key issues: Poor audience segmentation and lack of personalization in ads.

what we did

Segmented the audience. We analyzed demographic, geographic, and behavioral data to build

Customized creatives for Facebook, Instagram, TikTok, and LinkedIn. Crafted unique ads for each segment. Implemented dynamic ads that adjusted content based on user interests.

Reallocated budget toward the most efficient segments. Applied a bidding strategy based on conversions and return on ad spend.

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Built out content for each platform. Created visually engaging, clickable ads with clear CTAs tailored to each channel.

Started regular A/B testing. Tested different versions of ads to identify the most effective ones. Regularly analyzed results and optimized performance.

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Set up detailed analytics to monitor campaign effectiveness. Provided clear, actionable reports and ongoing recommendations for improvement.

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Our targeted ad strategy led to a major increase in reach, traffic, and engagement — all while reducing acquisition costs. Drivo saw stronger brand visibility, better conversion rates, and higher marketing ROI.

RESULT

Conducted keyword research and identified high-potential pages and queries to focus on.

At the start of the project, Drivo had low organic traffic due to the lack of a structured SEO strategy. So we jumped in to optimize their profiles on Google Maps, Bing Maps, and other map platforms.

The Pickles team conducted a deep audit, identified critical issues, and built a roadmap to fix them. Here’s what we did:

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SEO Optimization

1.3

Created new landing pages optimized for target search queries — which significantly boosted the website’s visibility in search results.

what we did

Integrated Google Analytics and the Roistat end-to-end analytics platform to track performance and conversions.

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Developed and implemented a link-building strategy: we secured placements on trusted websites to increase domain authority.

Regularly published articles and press releases on industry-relevant platforms.

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Launched a content strategy for the client's blog — publishing guides, case studies, and informative articles that attracted and retained traffic.

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Set up internal linking to strengthen site structure and pass link equity from informational pages to key commercial pages.

Fixed technical issues: improved loading speed, removed broken links, set up redirects properly, and more.

Optimized the mobile version of the site for a seamless experience across devices.

Refined meta tags and page titles to improve CTR and rankings.

The implementation of a comprehensive marketing strategy yielded tangible business results in the first months after the launch. Thanks to an integrated approach to analytics, advertising and SEO, we were able not only to increase the flow of customers, but also to build a sustainable sales scaling model.

Drivo has moved from point-to-point launches to a sustainable performance marketing system where each channel works for results.

Repeat bookings became one of the key metrics: due to CRM and warming up the audience in marketing, customers returned and recommended the service to friends.

We have created a transparent sales funnel where every touch — from advertising to the final application — is monitored and optimized.

Drivo has strengthened its position as the leader in car rentals in New York and New Jersey, especially among users who value convenience, speed, and an intuitive digital experience.

We continue to cooperate with the client further and achieve high business results together.