Celtic Tuning are specialists in engine management software, with in-house development led by graduate-level engineers and supported by advanced dyno testing facilities.
Operating in a highly competitive automotive space, the challenge was not simply driving traffic, but attracting high-intent users actively looking for tuning services and performance upgrades.
Historically, Google Ads campaigns were generating strong reach, but there was an opportunity to improve traffic quality, engagement and conversion efficiency. A large proportion of impressions were not translating into meaningful action, limiting the overall commercial impact of the account.
Climb & Conquer were brought in to refine campaign targeting and structure, with a focus on capturing more qualified users while improving efficiency at scale.
Climb & Conquer implemented a structured optimisation programme focused on intent-driven targeting, efficiency and scalable performance.
Campaign & Targeting Refinement
We restructured the account to prioritise users with clear commercial intent, ensuring ads were aligned with searches relating to tuning services, vehicle performance upgrades and specific model-based queries.
This included:
- Refining keyword targeting to reduce wasted impressions
- Focusing budget on high-intent search terms
- Improving audience signals to prioritise users more likely to convert
Ad Relevance & Messaging
Ad copy was optimised to better reflect Celtic Tuning’s core strengths:
- In-house software development
- Advanced dyno testing facilities
- Proven performance gains with reliability
This ensured stronger alignment between user intent and ad messaging, improving engagement and click-through rates.
Ongoing Efficiency Optimisation
Continuous optimisation focused on improving conversion performance and cost efficiency:
- Bid strategy refinement to maximise conversions
- Ongoing performance monitoring and iteration
- Budget reallocation towards top-performing campaigns
The objective was clear: less wasted reach, more qualified traffic and stronger conversion output.
The impact of the optimisation programme is clear when comparing year-on-year performance.
Year-on-Year
- +26% increase in conversions
- +25.8% increase in clicks
- +195% increase in CTR (10.88% → 32.11%)
- -20% reduction in cost per conversion
- Lower CPC maintaining efficient traffic acquisition
While impressions decreased by 57%, performance improved significantly across all key metrics.
The campaigns are no longer focused on visibility alone. They are now capturing higher intent users, leading to stronger engagement and more efficient conversions.
