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Rent A Toilets provides portable sanitation for events across the U.S. They had decent brand awareness but their Google Ads were inefficient — poor keyword targeting, wasteful spend, no seasonal strategy. We completely overhauled their campaign structure with event-based targeting, seasonal bid adjustments, and conversion optimization. Result: explosive growth in event bookings, lower costs, and dominant positioning across major markets. $24 CPL. 8.6x ROAS. +340% bookings. In 7 months.
Rent A Toilets had been in business for years providing portable restrooms for large events — weddings, festivals, construction, outdoor concerts. They had existing relationships and a decent reputation, but their Google Ads weren't capturing the seasonal spike in demand. Budget was wasted on irrelevant searches, no event-specific targeting, and no seasonal bid strategy. They were leaving massive revenue on the table every wedding season and festival period.
From wasted budget to peak-season dominance with surgical event targeting and aggressive seasonal strategy.
Complete audit revealed 40% of budget wasted on irrelevant searches. Restructured all 8 campaigns into 5 event-focused segments: Weddings, Corporate Events, Festivals, Construction, Outdoor Venues. Created dedicated landing pages for each. Implemented full event-type conversion tracking. Initial budget $1800/month.
Wedding season ramping up. Implemented 200% bid increase for wedding-related campaigns. Quality Scores improved to 6.8 average from 4.2. First real-time profit tracking showing wedding events 3.2x more profitable than construction services. Monthly bookings: 98. Began competitor keyword bidding.
Wedding season in full swing. Aggressive bidding on "portable restrooms for weddings" and venue-specific keywords. Monthly bookings jumped to 224. ROAS hit 5.2x. Positioned top 1-3 for all major wedding keywords. Conversion rate improved to 6.8% due to event-specific landing pages.
Wedding season continuing strong + festival season starting. Added 180% bid boost to festival campaigns. ROAS maintained at 5.4x. Monthly bookings: 356. Budget increased due to strong performance. Implemented SMS alerts for peak-season availability to capture urgency. Competitor keyword strategy showing wins against major local competitors.
Wedding + festival seasons both running hot. Added dynamic pricing in ads ("Peak season — premium rates"). Monthly bookings surged to 468. ROAS hit 6.8x as efficiency improved through peak-season experience. Rent A Toilets now positioned as market leader across all event categories. Reputation score: 4.7 stars.
All event seasons converging: late weddings, festivals, corporate summer events, outdoor concert season. Budget increased to $4100/month following exceptional ROAS performance. Monthly bookings: 532. ROAS achieved 7.8x — highest recorded. Fully booked most weeks. Inventory management challenging due to demand. Reputation climbed to 4.8 stars.
Month 7: 580 event bookings/month vs. 130 at baseline. Cost per lead dropped to $24 from initial $92. ROAS sustained at 8.6x and stabilized. Rent A Toilets became household name in event industry across all target markets. Built predictive booking demand system forecasting inventory needs by event type and geography. Revenue increased 340% year-over-year.
Strategic event-targeting and aggressive seasonal bidding transformed Rent A Toilets from leaving revenue on the table to owning every peak season. The combination of event specialization and seasonal intelligence delivered industry-leading ROAS.
Wedding and festival season used to terrify us — we could never capture enough bookings. Now we're completely overbooked and turning away events. The seasonal strategy and event targeting is genius.
See how Media Spearhead's seasonal strategy and event targeting can maximize revenue during your highest-demand periods.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.
