- 64,850 sessions drove 10,741 leads — a strong 16.56% visitor-to-lead rate
- Paid Search dominates at 64.2% of all sessions, with Organic at 10.7%
- 74.3% of traffic is on mobile — creative and landing pages need to be mobile-first
Bookings & Revenue
- 408 confirmed bookings, generating $634,600 in hire revenue
- Google Ads delivering a strong 12.3× ROAS at $127 cost per confirmed booking
- Lead → booking rate is 11.5%, down from 14% in the prior period — (last months of last year) making it worth watching.
Audience Signals
- Young adults 18–25 and 56+ are the highest-converting age groups (12.3% and 12.8%)
- Couples make up the majority of group enquiries (51.6%)
- Plaris Chat widget signals show toilet/bathroom and shower are the top amenity concerns — useful for ad copy
Understanding the financial structure of our bookings, focusing on commission margins and their seasonal fluctuations.
Of gross hire revenue
A strong yield for ROI assessment
Invoice-matched transactions YTD
January and February reflect the peak Australian summer season, with April's decline signalling the shoulder season's end. The strong commission per booking highlights the profitability of each conversion.
Google Ads cost per confirmed booking is currently $127 — well within a profitable range against a ~$363 commission yield.
Note: The invoice dataset returns 729 transactions against $634,630 gross revenue, which is slightly broader than the 408 confirmed (invoice-matched) bookings in the core KPI snapshot — the difference likely to be secondary invocies for balances.
Commission as a % of revenue and per-transaction values are calculated consistently against the $634.6k gross figure and $148.3k commission from the core KPIs.
This is a genuinely important observation. The 4–7 day and 8–14 day brackets achieve near-identical revenue per day (~$77–$79), while the longer hire brackets drop off sharply.
$78.56/day
The strongest performer on both measures — #1 for total revenue ($151,219) AND ties for the best daily rate. The undisputed sweet spot.
$77.16/day
Near-equal match on daily rate. High efficiency but lower ceiling — revenue per booking is only $432, requiring twice the volume to compete.
$49.11/day
Well below the sweet spot. Too long for impulse bookers, too short for committed long-trippers. An awkward middle ground on every metric.
$44.73/day
Only 57% of the rate achieved by short-medium hires. Long-stay discounting erodes daily yield significantly despite strong headline booking values.
Accounts for 36.5% of all bookings and $151,219 in revenue, while also achieving the highest revenue per day at $78.56. This hire length likely corresponds to the classic "fly-drive" itinerary. This bracket should receive the highest ad budget priority and the tightest bid optimisation.
Short hires generate $77.16/day — essentially the same daily rate as the sweet spot. You need roughly twice as many bookings to match revenue output. These hires are easier to convert and ideal for filling fleet calendar gaps. Target school holiday long-weekend campaigns at this bracket.
At $44.73/day, these hires yield only 57 cents for every dollar a standard 8–14 day booking produces. Long-stay discounting ties up a van for 5–6 weeks at a discounted rate, potentially displacing two or three full-price medium-term hires. Do not actively promote 22+ day hires in paid media unless fleet availability is the constraint. If marketing to this segment, focus on international travellers (UK, EU) planning multi-week Australian road trips.
With only 49 bookings, $41,181 revenue, and a daily rate of $49.11, this bracket sits in an awkward position. There is no strong marketing rationale to specifically try and target this duration.
Hires in this range will occur naturally without optimisation.
Creative messaging should anchor on "10-day itinerary" framing — Eastern Seaboard in 10 days, Top End in a week, etc. This attracts the highest-yield booker and naturally filters out the 22+ day casual browser who dilutes cost-per-booking efficiency.
Chat widget data shows toilet/bathroom (27.5%) and shower (16.7%) are the top two topics visitors raise before enquiring — together 44% of all chat intent signals, well ahead of price (9.9%).
We should trial Ad creative and landing pages that should lead with onboard facilities, not price or destinations.
Secondary messaging about "ensuite" vans should feature prominently in the 8–14 day targeting stack.
73% of sessions come from mobile, yet average session is 3m 18s with a 36% bounce rate. The enquiry-to-booking median is just 2 days, suggesting customers research on mobile and convert on desktop. Ensure mobile is frictionless for enquiry submission; desktop retargeting carries the conversion message.
At an 11.5% conversion rate and 1,458 leads, the 18–25 group is both the largest and best-converting age bracket. This demographic should be explicitly included in Google Ads audience targeting. The Spaceship Beta is their most-enquired van; creative featuring that van in social and paid search will resonate most.
The youngest passenger data provides an incomplete picture of the hire. We do not know how old the driver/hirer is and as such need to infer certain things. It would be better to explicitly add a field to capture the age of the enquirier using age brackets. (18-24, 25-34, 35-44, 45-54, 55-64, 64+)
Brisbane and Cairns convert at nearly twice the overall average (10.6%), yet Brisbane only makes up 3.3% of leads and Cairns just 1%. These markets are clearly high-intent and underserved by current traffic volume.
Why are we not doing more Location based targeting in our ad copy?
The 45–54 segment converts the worst at 6.0% — significantly below the mean. Investigate whether enquiries are falling over on price, van availability, or response time. The 55+ segment converts at 10.3% and should not be overlooked.
See above observation regardingcorrect age capture.
These vans convert at 1.5–2.5× the average but account for tiny lead shares. Feature the Star RV Polaris, Jucy Coaster, and Kea Navigator more prominently in paid ads, comparison pages, and remarketing — they attract self-qualified, decisive buyers.
Visitors most commonly ask about toilets/bathrooms (27.5%), showers (16.7%), and kitchen/cooking (14.5%) — yet these aren't prominent filter options in current top pages.
Add prominent content that talks about amentities (toilet, shower, kitchen) to the blog
Longer term could create dedicated landing pages for "campervans with shower and toilet."
As lead volume fell sharply from late March onwards, lead-to-booking rate surged — from ~6% in Feb/March to 36.7% in the week of 6 April.
Worth noting that Plaris was launched March 23.
This captures mostly high-intent direct returners and existing pipeline converting.
Remarketing and follow-up sequences should be timed for this post-March window. Ensure Google Ads retargeting campaigns remain active (or are increased) in April even as prospecting volumes fall.
Six targeted actions ranked by commercial impact — from fixing immediate conversion leaks to capitalising on seasonal pipeline opportunities.
Route traffic directly to the booking form. Expected impact: lift click-to-lead rate from the current 0.77% baseline.
Drive more leads into the highest-converting markets, which currently convert at nearly twice the overall average.
Add amenity content to /our-range/[vehicle] to reduce chat friction and lift on-site conversion for the #1 pre-booking concern.
We could also change the order of question within Plaris
Promote high-converting van types in paid ads and remarketing to attract self-qualified, decisive buyers converting at 1.5–2.5× average.
A 4% conversion rate does not justify equal investment. Investigate pricing, availability, or supplier-fit issues for NZ travellers.
Capitalise on high-intent late-season converters. Conversion rate surges to 36.7% in early April as volume drops — keep retargeting active.
A data-driven breakdown of booking performance by hire duration, revealing where revenue efficiency peaks — and where it drops off sharply.