No Birds
No Birds Car Rental booked a record $1.86M in revenue through a combined strategy of SEO-led domain migration and performance-driven Google Ads.
$1.86M
Working with Bonfire gave us clarity on what really mattered for our business. We can now see the direct impact of SEO on our bookings, not just how it affects our traffic. The team has been flexible as priorities have changed and helped us achieve consistent growth in our First Aid and training courses.
Turning Visibility into Bookings
RTS Training set its sights on becoming Perth’s leading provider of First Aid, Fire and Construction training, with growth measured in filled classrooms, strong occupancy and direct bookings. Achieving that meant improving how their courses surfaced in search, particularly high-value subcategories like CPR and remote training.
The structure of their website stood in the way of that goal. Multiple pages competed for the same “first aid” terms, which diluted visibility across the category. At the same time, priority courses were under-optimised, limiting their reach with qualified audiences.
Without a clear strategy, RTS risked leaving demand untapped in an increasingly competitive market.
Building a Booking-First SEO Strategy
We anchored the strategy on a single objective: driving bookings. Using GA4 with a custom tracking setup, we mapped every step of RTS Training’s six-stage booking journey. Because platform limitations prevented direct revenue tracking, booking button clicks became the primary conversion metric, validated through regular checks against the business’ own booking data.
Next, we focused on optimising high-value course pages. Detailed keyword research, supported by Google Search Console insights, showed how users searched and where competition was strongest. This allowed us to set priorities that aligned with revenue goals, improved occupancy in under-attended courses, and built awareness for courses such as hybrid delivery formats.
The site’s structure created another layer of complexity. Multiple “first aid” pages risked cannibalising visibility, so the strategy included clear guidelines to reduce internal competition while allowing each subcategory to rank effectively. This work required ongoing adjustments as course availability and client priorities changed, keeping the optimisation effort closely tied to RTS Training’s commercial objectives.
Classroom-Filling Performance
RTS Training saw consistent growth in both organic traffic and conversions, with high-value course pages gaining the visibility they needed to attract qualified audiences.
- $1,039 increase in average daily revenue, between 2023 and 2024, year-on-year
- 52.6% increase in organic conversions, year-on-year
- 86% increase in impressions for First Aid courses
- 51% increase in page 1 keyword visibility on Google
Most importantly, the uplift in bookings reflected the client’s primary objective of filling classrooms and strengthening market leadership.
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in revenue in a single month from paid media.
