Autos Mallorca · Rent a car in Palma

The vehicle rental sector in tourist destinations is highly competitive. At Palma de Mallorca airport, where thousands of visitors converge each season, standing out among the crowd of rent a car companies requires a sharp, scalable digital strategy focused on tangible results.

PPC · The challenge

The company had previously worked with several marketing agencies, but the main problem persisted: high cost per conversion and low campaign profitability. Although leads were coming in, the lack of an internal sales department and slow response times meant that many of those leads never became real customers.

Their strategy focused on capturing potential clients without properly optimising for effective bookings. The digital channel, instead of being a growth lever, was draining resources without giving a clear return.

PPC · The strategy

Our intervention focused on changing how the company understood digital marketing, with three key pillars:

• Transactional campaigns focused on real conversion. We moved from prioritising cheap leads to working with purchase-intent keywords, adapted to Palma's strong tourism seasonality.

• Budget optimisation. We reduced investment in low-demand zones and periods, to concentrate it on summer months and high seasons, when car rental searches spike.

• Reinforcement with remarketing and branding. We implemented remarketing campaigns to re-engage interested users and branding actions with minimal budget, maximising visibility without hurting profitability.

In parallel, we worked on improving the website to boost conversion rate, and organic positioning also started to grow steadily, contributing an additional flow of customers without ad cost.

PPC · The results

The impact was immediate. With an additional €10,000 of investment, conversion cost stabilised around €10 per booking, a highly competitive figure in the sector. Given that average ticket per rental ranges from €200 to €250, campaign profitability shot up.

In less than a year, the company went from a fleet of 60 vehicles to almost 200, achieving full occupancy in the highest-demand months and maintaining profitability even in lower seasons.

Also, growth of 840–880% in ad return was achieved, consolidating the digital channel as the main engine of the business. A key competitive advantage we reinforced in communications was the no-deposit policy, a differential factor that attracted new users and fostered recurrence.

SEO · The challenge

Doubling rentals year over year —despite seasonality— while improving traffic and sales. The site suffered untranslated URLs, 404 errors, low-relevance content and mixed intents (the blog attacked transactional keywords, generating cannibalisation). There were uncovered opportunities (e.g., convertible or van rental).

SEO · The strategy

1. Technical cleanup and intent alignment

A full site audit was carried out to detect technical errors and content issues. Incomplete automatic translations were corrected, 404 errors eliminated and duplicate pages consolidated to avoid authority dispersion. A clear distinction was also established between transactional and informational content: landings focused on conversion, while the blog took a purely informational approach, eliminating internal cannibalisation.

2. Strategic landings for real demand

Based on a detailed keyword study, niches with high business potential that weren't being worked were detected: convertible/cabrio rental, vans and car rental at Mallorca airport (PMI). New optimised landing pages were developed, with titles, H1s and semantically rich content, plus FAQ sections and internal linking from the blog and main pages.

3. Authority and competitive positioning

To compete in such a saturated market, a brand authority and digital reputation strategy was worked. Editorial content showing the company's local expertise was implemented, along with active management of real reviews to boost user trust. In parallel, an international linkbuilding campaign was deployed in specialised media, strengthening the authority signal (E-E-A-T) and improving domain visibility both in Spain and in key European markets.

SEO · The results

Autos Mallorca's results consolidate a clear dominance in generic, higher-volume searches linked to car rental on the island. The site ranks TOP 1 for terms like «alquiler coche mallorca» (14,800 monthly searches), «autos mallorca rent a car», «rental mallorca» or «alquilar coche en mallorca barato», also positioning as a reference in international and multilingual searches like «location voiture palma de majorque» in French.

Landing optimisation and proper intent segmentation also allowed dominating the Palma airport (PMI) area, one of the most strategic points for the business. Keywords like «car rent mallorca airport» or «alquiler coche mallorca aeropuerto todo riesgo» stay in position 1, ensuring visibility at the customer's moment of highest conversion.

The new verticals pushed —convertibles and vans— expand business coverage. Autos Mallorca ranks position 2 for «convertible rental mallorca» and TOP 1–2 for «van rental mallorca» and «alquiler de furgonetas mallorca».

Conclusion

The combination of technical cleanup, intent-based landings and brand authority has placed Autos Mallorca in TOP 1–3 for the queries that move business (Mallorca generics, airport, and segments like convertibles and vans). With these foundations, the project can scale rentals season after season and sustain organic growth even off-peak, reinforcing direct capture without depending as much on paid.