Car rental advertising in Prague: 792% ROAS and €40,650 in revenue
A Prague car rental campaign on Facebook Ads
792% ROAS over 6 months
Project objective
Test Facebook and Google traffic for 1 month to see whether these channels could attract customers effectively.
The company had never run ad campaigns before, so there was no historical data. We set a test budget of €1,000.
Target audience — primarily men aged 30+, with average to above-average income. They use cars for family life, business trips, holidays and long journeys. For people who had recently moved, having a car readily available could make the adjustment easier.
Reviewed the website and recommended conversion improvements for retargeting
– Adjusted the homepage offer to match the company’s positioning and screen out irrelevant traffic;
– Installed the Facebook Pixel to record site visitors and build audiences for future remarketing campaigns.
Built separate quiz landing pages for Russian- and English-speaking audiences
We built a quiz landing page on Tilda around this offer: answer 5 questions and get the best car rental offer for a term of 1 month or longer. Customers received a CZK 500 discount on their selected rate and a free 1-day test drive.
The 5 questions let the manager quickly prepare an offer to match each customer’s needs:
– Rental period;
– Car make;
– Rental start date;
– Budget;
– Approximate distance to be driven.
At the end of the quiz, we asked for a name and phone number to confirm the details and secure the completion bonus. This meant the manager already knew the customer’s preferences, budget and other details before calling each lead.
Preparing Facebook Ads campaigns
We set up campaigns based on the client brief, social media analysis and Instagram followers. We targeted all of Prague because the company could deliver cars directly to customers’ addresses. Initially, we focused on Russian- and English-speaking audiences.
Over time, the Russian-speaking audience became less relevant, so we shifted 90% of the budget to English speakers.
Launch and initial analysis
We tested the main hypotheses: Russian- and English-speaking audiences, interest groups and age and gender segments.
Early results showed that a few car models — Skoda Kodiaq and Hyundai Bayon — got the strongest response. We increased the focus on them, which brought lower-cost leads through the quiz landing page.
Scaling
We refined the Instagram and Facebook campaigns, keeping profitable ad sets that generated qualified enquiries.
Quiz-landing
Ad creatives
Campaign progress: benefits highlighted in the visuals and copy
1. All additional costs were covered by the company;
2. Flexible rentals allowed customers to travel to another city or country, or return the car early;
3. New cars, model years 2020–2022.
Ad formats tested
1. Feed: banner ads and carousel posts.
2. Stories: collages, video and carousels.
3. Animations.
Results of the Facebook and Google Ads campaigns
Results in numbers
415
Car rental enquiries
21
Customers who rented a car for 1–12 months
792%
ROAS (return on ad spend)
€40 650
Revenue generated by Facebook and Google Ads
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