%
Increase In Net Sales
Increase in Orders
%
Return on Investment
About QTOP
Queensland Traffic Offenders Program (QTOP) is the longest running and most recognised traffic offenders program in Queensland, recognised in courts and Magistrate-approved. Their QLD Traffic Offenders Program is the only online traffic offenders program in Australia with facial recognition, and they have earned multiple national awards, including 2 x Australian Road Safety Awards and 2 x Queensland Road Safety Awards. In 2024, they asked Digital Surfer to take their program sales to the next level with a smart Google Ads strategy.
Client Goals & Challenges
While QTOP was already running paid ads, they were looking to increase their online course orders by 20% through scalable ads that would allow them to expand their market share when needed. They faced several problems with their existing campaign, including brand-focused and too-niche keywords restricting their growth, ad policy restrictions around drink driving and traffic offences disapproving their ads, as well as poor quality leads from people only looking for free advice. Our strategy would solve all of these problems while exceeding their goals.
Our SEO & Paid Ads Strategy
Once a thorough audit of the account was complete, we determined a shift in audience would help increase their visibility while improving lead quality. This would involve expanding keywords to target traffic offences, not just the program name specifically, also tapping into observational audiences in search to support performance. At the same time, we implemented negative keywords to eliminate visibility for free advice searches. We also cleaned up the conversion tracking to more accurately measure purchase value, not just lead forms.
To combat QTOP’s previous problem with their ads being restricted due to regulations, we built a compliance-first workflow, refreshing ad copy quickly saying staying within Google’s policies to avoid downtime. The results were clear and quick.
Our Strategy & Direction
Campaign Results
The Results
QTOP saw an incredible uplift in genuine growth in sales volume, supported by a reduction in wasted time spent on low-quality calls and enquiries. This can be seen through:
- 17% increase in net sales, year-on-year from 2023 to 2024.
- 15% increase in orders, year-on-year.
- 2303.89% return on investment.
Not only did QTOP see an increase in their sales and orders as a direct result of their Google Ads campaign with Digital Surfer, their increase in brand awareness also benefitted their organic search engine visibility.
With Digital Surfer
What would a 54% increase in calls do for your business? If you like what that picture looks like, it’s time to talk to our digital marketing specialists about levelling up your marketing and business.
With tailored campaigns specific to your goals and business, we focus on getting you results that actually impact your revenue. Contact us today to see how we can help you reach your business goals.