ICE Driving School
A new website and Google Ads launch for a Newton Abbot driving instructor ready to compete online
ICE Driving School is run by Phil Roberts, a driving instructor based in Newton Abbot with 30 years of experience and an OrDit qualification — one of the highest credentials a driving instructor can hold. Phil had the experience, the results and the reputation. What he didn’t have was a website that was doing anything useful with it.
When Phil came to CSJ Marketing, the existing site had gone quiet — no meaningful traffic, no enquiries coming through. The goal was to fix that: rebuild it properly, get Google Ads running, and start generating leads.
This project covered website design, copywriting and Google Ads.
The Project
Plenty of experience. A website that wasn't showing any of it.
- An existing site that hadn’t generated a lead in a long time and was invisible in local search
- No Google Ads presence in a market where competitors were already running campaigns
- No conversion tracking to measure what was working and what wasn’t
What I Did
The brief was to replace a tired, underperforming site with something that reflected Phil’s credentials, and then drive targeted traffic to it while the new site found its feet in organic search.
Website design focused on simplicity and trust: clear services, genuine credentials, and a straightforward route to getting in touch – everything a prospective pupil needs to see before picking up the phone.
Google Ads launched alongside the new site – covering keyword research, campaign structure, copy and geo-targeting, with conversion tracking built in from day one so Phil could see exactly what his budget was delivering.
The Results
Within weeks of the relaunch, the site was generating search traffic and Google Ads was running in parallel to bridge the gap while organic rankings built.
The foundation is now where it needs to be: a site Google can work with, copy that converts, and paid campaigns structured to grow alongside the business. The site is now getting a steady stream of enquiries that Phil wasn’t getting before.