The Brief

B.A.Bush & Sons are a family owned fast-fit business with 25 branches in Lincolnshire. They serve both the commercial and retail markets, both of which are highly competitive. They have consistently invested in their staff, branch facilities and technology to gain an advantage which has resulted in a loyal customer base.

For many years their marketing strategy relied on local press advertising. In 2007, a year after TJS were instructed to re-build their website, B.A. Bush embarked on an ambitious move away from local press and instead to digital marketing across Google’s Ad network.

Our Solution

TJS assisted B.A. Bush on a strategy of Google AdWord Remarketing. Remarketing helped our client reach people who had previously visited their website. Being a price sensitive product we knew that customers would visit several online tyre retailers to get the most competitive price for their tyres. Once a customer had a price from the B.A.Bush website, further adverts would appear to them as they browse other sites that are part of the Google Display Network.

These adverts are often tailored with current offers to encourage potential purchasers to re-visit the Bush website. The added benefit of remarketing is the way it can be measured. For example, we know how many customers click on an the adverts and can measure the path of the customer through the website to their online enquiry or telephone call.

Here’s an infographic to describe how remarketing works.

how remarketing works

Image courtesy of Google

TJS  also continue to assist B.A.Bush in the following areas:

  1. Custom online promotions for tyre manufacturers with sophisticated entry and reporting mechanisms
  2. Dashboard of KPIs helping senior management have live data on promotions, ad spend, call data and site traffic.
  3. Google local audits which ensure the branch network is represented in the best possible way on Google’s local search network.
  4. Mobile friendly tyre search and branch finder.
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  • TJS helped us migrate our advertising spend from local press to online. We're really pleased with the end result and have been nominated for an award in the process.  

    Ben BushB.A. Bush & Son ltd

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