- Client
- Fahey Skip Christchurch
- Sector
- Waste and skip hire Skip bins for homes and businesses
- Disciplines
- Digital marketing Google Search ads · GA4
- Engagement
- 2023–2026 Ongoing client
The challenge
Skip hire was sharing a budget, and an ad account, with a fencing business.
Skip hire is an urgent, local, price-compared purchase: people search, compare and book on the same day. With Fahey Skip's organic search presence still growing, showing up on Google at the moment someone searched mattered more than anything.
When we started, skip hire ran as an add-on inside the Fahey Fence Google Ads account, and online bookings weren’t yet tracked. Skip and fence campaigns shared the same budget and data, so the opportunity in skip searches was hidden: there was no way to see which ads led to a booking.
A business people book on the day they search needs to be found on the day they search.
What we did
We made bookings measurable, gave skip hire its own budget, then its own account.
- Tracking first (2023). We set up GA4 and booking-confirmation tracking, so every online booking is counted by source, and turned the add-on budget into a dedicated monthly budget for skip hire.
- Ready-to-book searches. We kept Google Search ads focused on the searches people use when they’re ready to book, such as “skip hire”, “skip hire Christchurch” and “skip bin hire”.
- Its own account (July 2025). We moved skip hire into a separate Google Ads account, so Google’s bidding learns from skip bookings alone, not fence enquiries. We also linked Fahey Skip’s Google Business Profile to the account, so ads can show the address, directions and reviews.
GOOGLE SEARCH ADS
3 in 4
online bookings came from Google Search ads
September 2026
Google Search ads 74%, Organic and direct:26%. Where online bookings came from in September 2026.
Source: Google Analytics 4
The results
Cheaper clicks and more bookings once skip hire stood on its own.
−34%
Lower Google Search ads cost per click after moving to its own account
July–December vs January–July 2025.
+43%
More online bookings a month, July–December vs January–June 2025
In 2024, bookings fell in the second half, so this isn't just the season.
3 in 4
Online bookings that came through Google Search ads, September 2026
In a month when bookings more than doubled on August.
Let us know how we can assist your business today.
Start a conversationSource: Google Analytics 4 and Google Ads, January 2024 – September 2026.
[Client quote. The best ones name the problem and the specific thing that fixed it — not "great to work with".]
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