Bush Tyres

Another excellent introduction

A second introduction in February 2011, saw a meeting with Bush Tyres, a large family run, independent tyre retailer, now with 32 retail branches and multiple commercial locations.

Officially recognised after the war as B.A. Bush, by 1947 they were fitting tyres to vehicles of all types.

By 1962, the company re-located to Horncastle (with the head office sited in the old Station Yard until May 2021, when they moved to larger premises on Holmes Way, Horncastle).

The family run business was started by Benjamin Arthur Bush (known locally as Benny), and then passed through each generation, firstly to Ivor (Benny’s son), followed by Nigel (his Grandson). Our meeting was with Ben & Tom Bush (Benny’s great grandsons).

At the time, Bush Tyres had 19 Tyres Depots (Retail and Commercial) and were looking to increase the footfall to these depots and drive more traffic through their website.

We recommended (and implemented) Google Search Ads, breaking them down into depot specific campaigns with service driven ad groups. We also implemented local Ads (now replaced by PMax Local) to increase footfall and phone calls.

In 2012 Endyke Tyres became their 20th Tyre Depot, quickly followed by the 2013 opening of a brand new tyre depot local to Zaddle in Lincoln, ZR Tyres. Both of these were supported Google Ads Search Campaigns and Local Ads.

YouTube vs Sky Ad Smart

As a digital marketing agency, we are open to other ideas to test them against rival Google services. After a meeting with Sky Ad Smart, we suggested Bush Tyres use video to increase awareness of a new mobile tyre service they were offering across Lincolnshire.

We had a good meeting with the Sky Ad Rep (who I noticed conveniently missed out YouTube when comparing the Sky Ad Smart data to all the Social Media Channels). We ran the Ads on Sky for 3 months but didn’t feel it gave great value for money.

I suggested we could target the same areas, with the same video, via YouTube location, demographic and audience targeting at a fraction of the cost. After we implemented this, we immediately saw the cost difference (much lower) and reach (much higher) versus Sky Ad Smart.

Since then we have implemented individual depot based YouTube Ads covering all the services offered in local areas including Tyre Services, MOTs, Engine Diagnostics, Air Conditioning Services, ADAS Calibration, Shock Absorbers, Car Batteries, and Alloy Wheels.

Further Depot Launches & Additional Services

Fast forward to 2025, and Bush Tyres now have 32 retail branches and multiple commercial locations, with each retail branch getting dedicated Google Ads & YouTube Ads support.

Throughout our time of working closely with Bush Tyres we have also carried out two Technical SEO audits, keyword research (for the launch of their current website), Social Media Advertising on Facebook, a local SEO audit and management of all of their retail branch depots.

With so many services, and so much data, it was important for us to create a quickly accessible dashboard so they could monitor their budget and performance across different campaigns, channels and medium, as well as detailed information at an individual branch level.

Bespoke Reporting Dashboard Via Google Looker Studio

By utilising our bespoke looker studio reporting, we were able to create a dashboard to give them all relevant information about the performance of their website and the performance of their advertising.

And not just an overall, birds eye view, but detailed reporting at a retail branch level, allowing them to keep track of allocated budgets and revenue generated across each of their depots.

We also created detailed breakdowns of individual advertising media performance. In the example below we have a dashboard for the YouTube adverts that are running across individual branches.

And we even created branch specific detailed advertising reports, so that they could monitor at a branch level, how a particular medium was performing (e.g. Video Ads).

Not only can the Bush Tyres marketing team see top level results (around a specific medium), they can also drill down and see at a branch level how each of their video ads is performing for the different services offered by each branch.

Marketing Services Provided By Zaddle

• Google Search Ads
• Google Shopping Ads
• Google Display Advertising Including Remarketing
• Technical SEO Audits
• Local SEO Audit & Management
• YouTube Advertising
• Sky Ad Smart Advertising
• Meta (Facebook) Advertising
• Bespoke Google Looker Studio Reporting

We are extremely proud to be part of the Bush Tyres digital marketing team, and have loved seeing them go from strength to strength, going from 19 retail branches when we first started working with them, through to the 32 retail branches they currently have today.