-48% Cost per Lead
Our Google Ads campaigns delivered leads at nearly half the cost.
+47% Category Search
47% increase in organic clicks from non-brand caravan/camper category searches.
Arctic Campers designs and builds hybrid off-road campers purpose-built for Australian conditions, with premium inclusions and reliable engineering behind every model. Each camper is designed and tested in Australia to handle rugged terrain, harsh climates and long-haul travel, with strict compliance standards across electrical and plumbing fitouts. Showrooms span Melbourne, Brisbane, Adelaide, Sydney and Tasmania, all built on the same customer-first promise: real warranties and real after-sales support, not just a sale.
What challenges did we face?
The caravan and camper market in Australia is crowded, and most buyers research extensively before stepping into a showroom. Arctic Campers had built strong products and a loyal customer base, but its digital activity was mostly traffic and awareness-led. Reach was high, but it was not translating into the qualified leads the sales team actually needed.
Search was the gap on both sides. The previous set-up ran a YouTube campaign for brand reach and nothing at all in the moments buyers were actively searching, while competitors showed up consistently for those same searches. Organic had the same shape of problem. Arctic Campers was easy to find if you already knew the name, and sat outside the first two pages for the category terms buyers use before they have a brand in mind. Nothing connected the five showrooms to the cities they served.
The business also wanted more in-person showroom visits, knowing a face-to-face conversation with a real camper in front of a customer converted far better than any online form. A new showroom opening early in the partnership added to the pressure to get this right from the start. The challenge was not producing more clicks. It was producing the right leads, at the right showroom, at the right time.
From a single landing page to a full lead generation engine.
Meta Ads
Rather than starting broad, nimbl built a tailored landing page with everything a prospective buyer needed to convert. The page converted at a rate well above what a typical web page achieves.
Paid social activity ran alongside the landing page, building the audience pool that retargeting could draw from later. Creative led with the lifestyle Arctic Campers customers were actually buying, the freedom of getting off-grid in remote Australia, with model specifications woven in rather than leading. The combination worked on two levels: a steady stream of warm audience building, and a focused, high-converting CRO layer doing the actual lead capture.
Paid social and SEO ran together from the start, with organic building a longer-term layer of visibility alongside the paid activity.
SEO
The SEO campaign went after the gap between brand and category. Keyword research mapped what buyers search across the full consideration path, from broad questions about what a hybrid caravan actually is, through model comparisons, to showroom-ready searches. That research drove three early build-outs: category content answering the questions buyers ask before they know any brand, showroom pages tying each location to the region it serves, and range category pages built to rank from the day they launched.
The same content did double duty. Detailed, clearly structured answers to category questions are exactly what Google’s AI Overviews and other AI platforms draw from, so the AI SEO work was never a separate workstream.
Alongside that, we identified a chance for Arctic Campers to appear in organic shopping listings by enabling WooCommerce checkout on their vans. We worked with their developer to add online purchase functionality to the site, a prerequisite for Shopping eligibility, then built a Google Shopping feed so Arctic Campers could compete for visibility against bigger players in the market for high-volume model searches.
Google Ads
Google Ads had been sitting unused for lead capture, so nimbl built a Search-led Google Ads presence focused on capturing genuine purchase intent rather than chasing volume for its own sake. A channel competitors had quietly owned became a lead source for Arctic Campers instead.
What impact did we make?
Meta Ads
Within the first two weeks of launch, lead volume came in well ahead of expectations, with cost per lead sitting comfortably below typical industry benchmarks. The landing page converted at close to 9%, a strong result against typical paid social traffic. That pace held through the first full month, with conversion rate steady at 8.5% and lead costs staying efficient as the campaign matured.
Crucially, the leads converting on the landing page were the right kind. Showroom visits and sales lifted in the weeks following launch, proving the campaign was not just generating contact details. It was generating buyers ready to walk through a door.
SEO
Rankings tell the clearest story. Across 111 tracked keywords, average position improved from 48.4 at the first check in November 2025 to 27.9 in July 2026. Top three placements went from none to ten and the number of top 10 keywords has gone from 19 to 58.
That visibility landed where we wanted. Clicks on non-brand caravan and camper category searches grew 47% year on year, with impressions up 30% and average position roughly halving. “Hybrid campers” and “hybrid caravans” both now sit strongly on page one”, the two biggest search terms by volume.
Organic search now runs as a steady lead source rather than a traffic line. Enquiries arrive every month through form submissions, phone calls and email, with the homepage and individual model pages doing most of the work.
Arctic Campers has also become much more prominent in AI answers, with appearances in Google’s AI Overviews climbing almost 10x since the campaign began. Ask Google what a hybrid caravan is and Arctic Campers is the first source credited, ahead of third-party buyer guides. Referrals from AI assistants have broadened from ChatGPT alone to ChatGPT, Gemini, Perplexity, Claude and Copilot, and are now producing enquiries too.
Google Ads
The Google Ads results showed clearly in a straight before-and-after comparison. Click-through rate rose 21%, cost per click dropped 35%, and conversions were up 32%. Cost per lead fell 48%, overall conversion rate climbed 24%, and non-brand traffic alone converted at 8%.
The numbers mattered less than what they represented: a channel that had sat empty for years was now producing leads at a lower cost than the paid social activity that had been running for months. Search had gone from a gap in the account to one of its most efficient lead sources.
Off the back of those results, spend has since been scaled further to capitalise on the momentum, with lead volume and business-level outcomes continuing to grow.
-48% Cost per Lead
Our Google Ads campaigns delivered leads at nearly half the cost.
+47% Category Search
47% increase in organic clicks from non-brand caravan/camper category searches.
What did we learn about this project?
Lead generation does not need to start big to work. One landing page, a focused paid social campaign and an organic campaign running alongside it gave Arctic Campers qualified leads from day one, and those results earned the trust to expand again into search advertising and scale budget across all channels.
A year ago the brand was easy to find if you already knew the name. Now it meets buyers at the category question, the model type, the location search and the AI answer.
I recently engaged nimbl as my digital marketing agency and I could not be happier with their service. From the very start the team took the time to truly understand my business and tailored a strategy that aligned with our needs. Their expertise in SEO and SEM is obvious as within months we saw a meaningful increase in relevant traffic and leads.
Communication has been excellent; the nimbl team are responsive, clear and proactive in sharing progress and next steps. Their reports are straightforward and easy to understand even for someone without a marketing background.
What I appreciate most is that they treat us like a partner rather than a one size fits all client. They are invested in our success and they deliver.
If you are looking for a Melbourne based agency that genuinely cares and gets results I highly recommend nimbl.
BRENDAN SILUCA
Co-Owner, Arctic Campers
