Unlocking Google Ads Profitability for WhoCanFixMyCar Through Strategic Budget Consolidation

Summary

Client: WhoCanFixMyCar
Sector: Automotive Servicing Marketplace (100+ service types)
Challenge: Google Ads spending spread too thinly across 100+ campaigns, producing no meaningful return
Initial Monthly Spend: ~£2,000
Final Scaled Spend: ~£50,000 per month (profitably)

1. Situation: Google Ads Was Failing to Scale — And Actively Holding Back Growth

WhoCanFixMyCar operated in a highly competitive search environment, with over 100 distinct car repair and maintenance services offered across the platform.

Despite this, their Google Ads setup had a fundamental flaw:

• A separate campaign for every single service
  
• Tiny budgets (£3–£5 per day) spread across ~100 campaigns
  
• No campaign receiving enough data for Google to learn
  
• Zero profitable campaigns
  
• No traction, no scale, no meaningful contribution to revenue
  

With just £2,000/month spread thinly across dozens of micro-campaigns, the algorithm was essentially blind - campaigns weren’t spending enough which meant CPCs were unstable, conversion data was too sparse to optimise and every service looked campaign was unprofitable. This left WhoCanFixMyCar almost entirely dependent on organic SEO, with Google Ads failing to contribute any meaningful new bookings or revenue. They didn’t need a “tweak” — they needed a complete rethink of how the channel should work.

2. The Breakthrough: Start Outside the Ad Account, Not Inside It

Instead of trying to “optimise” 100 weak campaigns, the work began outside Google Ads — with the business’s own data.

Step 1 — Identify the Top Revenue-Driving Services

We analysed all of the data availavle to us to understand what would allow us to drive profitable acquisition, right out the gates. We looked at:

• Service page traffic
  
• Conversion rate (page → inquiry)
  
• Conversion rate (inquiry → completed booking)
  
• Average revenue per booking
  

We used these figures to calculate revenue per visitor/session for each service. This revealed a crucial insight:

➡️ Some services produced 4–6x more revenue per session than others
➡️ Some services could never be profitable at their typical CPCs

This clarity instantly changed the strategy.

Step 2 — Overlay Cost Data From Google Ads

For each service category, we compared Revenue per session vs Average CPC in Google Ads. This allowed us to pinpoint which services could produce a profitable return immediately, which needed testing and which should never be advertised at all due to poor economics. This gave us a ranked list of services, in order of their ability to produce profit — before spending a penny on ads.

3. The Strategy: Spend Big on One Service, Not £5 on 100

To relaunch the account we focused the entire budget on the single most profitable service. The first service chosen: Brakes

• Highest revenue per session
  
• Strongest conversion rates
  
• Consistently profitable margins
  
• CPCs that allowed room for healthy ROAS

We gave this category enough budget to learn and optimise. The result? Immediate profitability.

In a matter of days:

• The campaign spent consistently
  
• Google’s algorithm finally had enough data
  
• ROAS turned positive for the first time
  
• Meaningful bookings came through

This single shift unlocked everything that followed.

4. Scaling the Model: From 1 Campaign to 15–20 High-Performing Categories

With Brakes profitable, we moved down the ranked service list:

1. Launch next-highest-value service
   
2. Allocate meaningful budget
   
3. Make it profitable
   
4. Scale it
   
5. Move to the next category

The account grew from £2k/month → £50k/month. The number of campaigns grew from ~100 weak campaigns → 15–20 strong, profitable campaigns. Google Ads became a primary driver of revenue, not an underperforming side channel. This wasn’t a “quick optimisation”. It was a complete reconstruction of the acquisition model.

5. Final Outcome: Google Ads Became a Scalable Profit Engine

The shift from “100 tiny campaigns” to “a small number of profitable, high-priority campaigns” transformed the account.

Before

• £2,000/month spend
  
• 100+ micro-campaigns
  
• No data density
  
• No profitability
  
• No scalable structure
  
• Google Ads contributed almost nothing to revenue

After

• ~£50,000/month spend (profitable)
  
• 15–20 strategic, well-funded campaigns
  
• Clear visibility into which services were profitable
  
• Predictable scaling based on real business economics
  
• Google Ads became one of the most important revenue-generating channels
  
  

The real unlock?

The mindset shift:

Stop treating all services as equal.
Prioritise based on economics.
Spend meaningfully on the winners.

This framework became the backbone for profitable, scalable paid acquisition at WhoCanFixMyCar.