Bonfire handled our rebrand and domain migration with impressive care and precision. Despite all the moving parts, we didn’t lose any visibility, and in fact, we’ve seen the best numbers we’ve ever had from our Google Ads campaigns. Hitting our CPA targets while growing revenue at this pace has been a huge win.
Rebranding Without Losing Momentum
When Bayswater Car Hire rebranded to No Birds, it faced a high-stakes domain migration with the potential to derail organic performance. Success meant holding onto momentum while finding room to grow. The objectives for our campaign were clear:
- Ensure search engines accurately reassigned SEO value to nobirds.com.au
- Increase bookings and revenue through Google Ads
- Keep non-branded Cost Per Acquisition (CPA) below $60
- Drive growth in long-term (7+ day) bookings
With plans to expand interstate, this was a pivotal moment to redefine the brand and grow its national footprint.
Merging Brand and Performance Under One Roof
SEO Migration and Brand Transition
We approached the domain migration as a technical exercise in precision. Every key signal—301 redirects, structured data, site naming conventions—was audited and executed to transfer equity cleanly. To support reindexing, we gradually introduced the No Birds brand across priority pages while retaining Bayswater mentions to preserve context. Ongoing rank tracking and analytics gave us the visibility needed to monitor, interpret, and respond to fluctuations as the migration took hold.
Google Ads Strategy and Optimisation
On the paid media front, early campaign performance highlighted issues with conversion tracking and bid strategies. We quickly adapted. By late March, we rolled out Target CPA bidding across high-value campaigns and saw immediate results: an uplift in bookings and a drop in CPA.
We also optimised budget allocation, directing more investment toward Performance Max campaigns which had shown promising results in early 2025. This allowed us to drive high-volume bookings while staying cost-efficient, even in non-branded segments.
Record-Breaking Growth Without Compromising Control
In March 2025, No Birds has posted exceptional results from Google Ads:
- 4,395 bookings in one month
- $1.86 million in revenue, including $938k from non-branded activity
- Non-branded CPA at $57—well below target
- Branded campaign Return on Ad Spend (ROAS) of 20,000%
- Non-branded campaign ROAS of 400–500%
Organic traffic remained stable throughout. Rankings transitioned cleanly, and SEO performance held steady. With the rebrand complete, the brand is stronger than ever and ready for growth.
Next Steps – Further Capturing the Interstate Market
With the rebrand complete and performance foundations in place, the focus has shifted to geographic growth. We’re working with No Birds to expand paid media targeting to searchers in interstate markets, capturing demand from travellers planning trips to Sydney and Perth. These campaigns have recently gone live and will continue to scale through the second half of 2025, focusing on driving long-term bookings from interstate travellers.
