A customised category-level ad strategy helped Truckit achieve consistent revenue growth.

The Challenge

Truckit, a bootstrapped and profitable marketplace, was seeking to scale its operations. The marketplace model is notoriously challenging, and the key hurdles were ensuring consistent month-on-month revenue growth and managing marketplace Gross Market Value (GMV). Although Google Ads was their primary driver for demand, their basic account structure lacked control over budget allocation to top-performing segments, limiting growth opportunities.

Additionally, the complexity of managing supply and demand in the freight marketplace added another layer of difficulty to their paid advertising efforts. Truckit required a strategic partner that could not only scale its performance marketing efforts but also provide business insights beyond Google Ads management.

Digital Strategy

• Conducted an in-depth audit of Truckit’s Google Ads account and identified significant opportunities to scale profitably.
• Conducted a thorough analysis of each category’s transaction values and set specific targets at the category level to maximise growth. For example, heavy machinery transport yielded higher transaction values compared to motorbike shipping, requiring tailored strategies
• Shifted from a single-campaign structure to a more refined, category-specific approach to ensure better budget control
• Collaborated with Truckit’s developers to test landing page variations, improving post-click conversion rates.

Platform Tactics

• Reorganised the Google Ads account structure to improve budget distribution and boost profitability across multiple categories.
• Experimented with automated bidding to optimise for better results. We ended up shifting all campaigns over-time to a target CPA strategy due to positive improvements.
• Implemented granular retargeting, delivering unique messaging at the category level based on recent user activity (7, 14, 21, 30 days).
• Regularly tested ad copy to balance high click-through rates (CTR) with return on ad spend (ROAS). We found that cost-related ad copy brought in higher CTRs and lower conversion rates. So it was a balancing act finding the sweet spot for CPL.