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
$9.53
Cost per lead, deduplicated, 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.
The approach
What it gets you
Chase volume
The diary fills with people shopping for the lowest quote who were never going to book
Chase the right customer
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
+
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
+
pdr vs panel beating
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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.
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
$9.53
Deduplicated, 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
Brand terms are excluded from the number one count, because ranking for your own business name proves nothing.
Why is the cost per lead deduplicated?+
Cost per lead is deduplicated. The account recorded each form submission twice, once through the Google Ads tag and once through the imported GA4 event, so the raw account figure understates the true cost. The deduplicated figure is the one published here.
Is the year on year lead growth like for like?+
Lead volume is the Google Ads account's reported figure for the twelve months measured against the twelve months before the engagement began, counted the same way in both years, so the growth rate is like for like.
Is the organic position a snapshot or a best rank?+
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.
Source and method. Clicks, impressions and click through rate are the account's own totals for the campaign, read on 18/08/2026. 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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