How OnRoad Driving School Grew Leads With Integrated SEO and Paid Search
OnRoad Driving School partnered with OMG to stand out in a highly competitive driving school market across Sydney, the Central Coast, Wollongong, Newcastle, Canberra and Melbourne. By combining technical SEO, content, link building and a full funnel paid search strategy, OMG helped OnRoad lift NDIS enquiries by 1,450%, and more than double PPC conversions.
101%
Increase in PPC conversions
243%
Increase in PMax Campaign Conversions
1,450%
Increase in NDIS form submissions
Challenges
- Highly competitive vertical: Driving schools compete heavily for the same commercial keywords, making non-branded visibility hard to win.
- Low non-branded visibility: The site relied on brand searches and needed to rank for competitive, high-intent terms.
- Technical gaps: Site speed, missing schema markup and no reviews widget held back performance.
- Thin category pages: Limited content restricted keyword indexation and ranking opportunities.
- Low page authority: The site lacked the link strength to compete with established rivals.
- Multi-location complexity: Serving six regions (Sydney, Central Coast, Wollongong, Newcastle, Canberra, Melbourne) required stronger local search visibility, including Google Business Profile optimisation.
- Specialised service positioning: The NDIS and OT assessment offering needed to be surfaced to a niche audience alongside standard lessons.
Strategy & Execution
- Technical SEO fixes: Improved site speed, added schema markup and implemented a reviews widget to strengthen performance and trust signals.
- Content creation and expansion: Built out new and existing category pages to grow keyword indexation and capture more competitive search terms.
- Targeted link acquisition: Earned quality backlinks to build page authority across OnRoad’s core services, lifting domain rating from 19 to 23.
- Google Business Profile optimisation: Improved visibility in local search results across every service location.
- Full funnel paid search: Ran Performance Max, branded, non branded, competitor and YouTube campaigns, delivering 30,677 conversions at a blended CPA of $1.20.
Key Results
Organic results (April to October 2022, year on year):
- Increased organic sessions by 23%
- Increased new users by 17.5%
- Increased organic goal completions by 73%
- Increased domain rating from 19 to 23
Lead generation results:
- Increased contact page form submissions by 111%
- Increased NDIS form submissions by 1,450%
- Increased phone number clicks by 308%
Paid search results:
- Increased PPC clicks by 114%
- Increased PPC conversions by 101%
- Increased Performance Max conversions by 243%
- Decreased Performance Max CPA by 49%
- Delivered 30,677 conversions at a blended CPA of $1.20
Keyword visibility growth:
- Keywords in top 3 positions: increased by 31%, from 137 to 180
- Overall keyword visibility: increased by 42%, from 5,512 to 7,854
- “Sydney driving school”: from #2 to #1 (SV: 480)
- “Driving lessons Sydney”: from #6 to #2 (SV: 1,300)
- “Book a driving lesson”: from #20 to #3 (SV: 2,900)
- “Learn to drive online course”: from #11 to #1
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