Australian Detailing Services Case Study

SECTOR - PREMIUM VEHICLE PAINT PROTECTION

The work was already five star. The visibility wasn't.

Australian Detailing Services (ADS) does the kind of work that earns 400+ five-star reviews. They had the website. They had the social presence. They had the Google My Business listing. What they didn't have was online visibility and expertise to build it. We stepped in to run a marketing audit and, over four years, helped them turn a two-person workshop into one of Australia's largest XPEL Paint Protection Film installers.

THE ENGAGEMENT AT A GLANCE

385%

WEBSITE TRAFFIC GROWTH IN yEAR ONE

150+

FIVE STAR GOOGLE REVIEWS IN FIRST TWO YEARS

TEAM GROWTH FROM 2 TO 10 STAFF

4yrs

LENGTH OF OUR ENGAGMENT

ENGAGEMENT

Fractional CMO

INDUSTRY

Premium Paint Protection

LOCATION

Sydney, NSW

SPECIALTY

XPEL PPF Installation

THE STARTING POINT

All the bones in place. None of the visibility.

A great service business doesn't always have a marketing problem. Sometimes it has a visibility problem - and the two look different, cost different, and need different solutions.

ADS had every hallmark of a service business ready to grow. A well-designed website. A healthy social media presence. A Google My Business listing. And most importantly, a genuine passion for cars that showed up in the quality of their work - the kind of quality that earns 400+ five-star Google reviews and a loyal, repeat customer base.

What they didn't have was the thing that turns all of that into a pipeline. Our marketing audit uncovered structural issues in their digital marketing and simple fixes that would significantly improve their online visibility.

OUR APPROACH

Four workstreams. One compounding system.

Our engagement wasn't a single project; it was to organise and systemise their marketing. We built four workstreams that fed into each other and compounded year on year, while ADS stayed focused on doing the work.

Digital & SEO Review.

Audited the on-page SEO structure of the ADS website and their broader Google presence to identify where organic search traffic was being left on the table - and where the website itself was failing to convert the visitors it was already getting.

Local Area Marketing.

Reviewed and rebuilt the Google My Business listing to improve local search visibility for the Sydney market. For a destination service business, local search isn't a nice-to-have - it's often the first place a prospective customer looks.

Online Advertising.

Worked with our partners to implement and manage Google Ads and Meta campaigns - not to drive generic detailing traffic, but to feed dedicated landing pages for the two highest-value service lines: Paint Protection Film and Ceramic Paint Protection. The ads matched the service. The service matched the growth priority.

Email Marketing.

Launched the monthly Cars of the Month newsletter - a showcase of the beautiful cars ADS had been working on - sent to a growing opt-in database. It turned past customers into a passionate audience, drove referrals, and gave the brand something that most service businesses don't have: an owned marketing channel.

Focus.

THE STRATEGIC SHIFT

THE DECISION THAT CHANGED WHAT THE MARKETING WAS FOR

Detailing was the business. Paint Protection was the future.

ADS wanted to stop being a detailing shop that also does paint protection and start being a paint protection specialist. That's a strategic positioning shift, not just a marketing one. Once the business made the call, the job of the marketing was clear. Point every workstream at the specialist position. Build dedicated landing pages for Paint Protection Film and Ceramic Paint Protection. Route Google Ads, organic traffic, and social content straight to those pages. Let the detailing work continue - but make sure the pipeline being built was the revenue stream the business actually wanted to grow.

FOUR WAYS THE FOCUS PLAYED OUT

MOVE 1

Dedicated & optimised landing pages.

MOVE 2

Targeted paid traffic.

MOVE 3

Cars of the Month Newsletter.

MOVE 4

Xpel Category Leadership.

THE COMPOUNDING RESULT

Growth.

In 2020 alone, website traffic grew 385%. Customers began booking months in advance. ADS became one of Australia's largest XPEL Paint Protection Film installers, scaling from a two-person workshop to a team of ten. And once the growth took hold, they reinvested the way successful service businesses do - a new logo and website (developed by Create and Boom), to which we handed the reins in order to carry the brand into its next chapter.