What we did
The account is built narrow:
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an aggressive negative list
THE USUAL WAY
A broad keyword set and loose match types
Negatives get added when something goes wrong, and the diary fills with people shopping for the lowest quote. This account is the other way round on purpose, so a click only costs money when the search describes the job.
So a click costs money only when the search genuinely describes the job. That is why the click through rate sits at 15.79%. 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:
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paintless dent repair cost
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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.
01 WORKING OUT WHAT IT IS
pdr vs panel beating
Most searchers do not yet know paintless dent repair from a panel beater.
02 WORKING OUT THE PRICE
paintless dent repair cost
The cheap end of the trade advertises on price. Impact Dents cannot, and should not.
03 BOOKING
The booking search
By this point the comparison is already made. Google Ads picks the booking searches up.
15.79% click through rate
Over the twelve months to 18/08/2026, off a deliberately narrow keyword set and an aggressive negative list. The account's lifetime rate is 14.44%, across 52,100 impressions and 7,530 clicks.
impactdents.com.au as it stands today, captured 30/09/2026. On the left, the homepage; on the right, the PDR vs panel beating article.
The numbers, in full
Google Ads and Semrush, read from the accounts themselves.
Tracked enquiries, deduplicated
1,100
19/08/2025 to 18/08/2026, at $9.53 each
Cost per lead
$9.53
Deduplicated, on roughly $30 a day
Click through rate
15.79%
19/08/2025 to 18/08/2026
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 1,100 the final enquiry count?+
1,100 is a floor. The tags run 30-day and 90-day click lookbacks, and the last 18 days of the window were still filling on 19/08/2026, so the same query run in November returns more.
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.
