Impact Dents remove dents without repainting the panel, out of Perth. They charge more than most of their market and they are worth every dollar of it, which makes them a harder thing to advertise than the cheap end of the trade. We run their Google Ads and their organic search together.
+616%
Increase in leads year on year, from 136 in the year before to 974 in the year with us
$4.92
Cost per lead across that period, on a campaign running at around $30 a day
14.44%
Click through rate on Google Ads, across 52,100 impressions and 7,530 clicks
The situation
Paintless dent repair is a category where most of the searching is done by people who do not yet know the difference between it and a panel beater. The cheap end of the market advertises on price. Impact Dents cannot, and should not.
That shapes everything about the account. Chase volume and the diary fills with people shopping for the lowest quote who were never going to book. Chase the right customer and each click costs more, so the account has to be worth it on the other side rather than just busy.
What we did
The account is built narrow. A small keyword set, tight match types and an aggressive negative list, so a click costs money only when the search genuinely describes the job. That is why the click through rate sits at 14.44%. At that rate the ad is answering the search rather than interrupting it, and Google charges less for the privilege.
On the organic side the work went into the questions people ask before they are ready to book. Impact Dents now sits at position one in Perth for paintless dent repair cost, for pdr vs panel beating and for pdr vs panel beating perth. None of those are booking searches. They are the searches somebody runs the day before they book, and owning them means the comparison happens on our client's page instead of a competitor's.
Seventeen keywords have reached Google's top ten in Perth and seven the top three, three of them non-brand terms at number one. Brand terms are excluded from that last count, because ranking for your own business name proves nothing. The site audit reads 98% health with no errors across 39 crawled pages.
14.44% click through rate
Across 52,100 impressions and 7,530 clicks, off a deliberately narrow keyword set and an aggressive negative list.
One campaign, roughly $30 a day, and a keyword list short enough to read in a minute. That is the whole trick.
The numbers, in full
Google Ads and Semrush, read from the accounts themselves.
Measure
Result
Context
Leads, year on year
136 to 974
An increase of 616%
Cost per lead
$4.92
On roughly $30 a day
Click through rate
14.44%
Across 52,100 impressions
Clicks delivered
7,530
On a deliberately narrow keyword set
Keywords reaching Google's top ten
17
Organic, Perth, with seven reaching the top three and three non-brand terms reaching number one
Site audit health
98%
No errors across 39 crawled pages
Source and method. Lead volume and cost per lead are the Google Ads account's reported figures for the twelve months measured against the twelve months before the engagement began. Clicks, impressions and click through rate are the account's own totals for the campaign, read on 18/08/2026. Organic positions are the best rank each term has reached, from Semrush position tracking on the Perth database, rather than a rank read on a single morning. Nothing on this page is modelled or estimated.
Where it goes next
Organic search currently ranks for research and not yet for the money terms, and that is the honest state of it. The suburb level searches, mobile dent repair and the straightforward Perth booking terms are where the work sits over the next twelve months.
On the ads side the job is to hold cost per lead while the volume grows. That usually means widening the keyword set carefully and building out the landing experience, rather than bidding harder on the handful of terms that already work.
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