Here are a few  important things to consider for your online limo per per click marketing campaigns for the “do it yourself” crowd out there to improve your customer conversion rates

1. Careful with those keywords. The keywords you select can make or break your campaign. If you are using broad keyword match types(Good for generating more traffic), you should also ensure you are using a good list of negative keywords reduce the amount of accidental visitors for your website. i.e. You want visitors who need to “rent” a limo, but not “buy” a limo. if you get 1 of each, the person with the intent to rent is a potential customer and the other is just you giving away money to Google
2. Always Be Inducing Actions. You are more salesman than limo operator, always be moving the customer in to take the next action that creates value for you. In your ad text, the less nouns about your business the better. The more words telling the visitor what to do and what they get, the better off you are. When they get to your website, you should do more of the same. The text on your home/landing pages should be begging them to call you now, reserve online now, get a quote now, e.t.c. And hopefully, you have a technically clean and focused website that can make this happen
3. Measure Enough. ”That which is not measured, is not managed” It is NOT enough to just measure which keywords are getting you enough clicks. You need to use conversion tracking to find out which keywords are giving you not just the most clicks, but the most conversions on your website. For this, you should setup conversion tracking and get the conversion tracking scripts setup on your reservation/thankyou/confirmation pages. Once done, you should be able to better optimize your campaign going forward
4. Display Network Adverstising: Just say NO to this. For limo services, having this on is just like burning money.