Case Study: Parking Systems: Rebuilding Campaigns to Convert 

Parking Systems has operated garages and lots across the East Coast since 1954. It runs more than 300 locations, handles over 10 million vehicles per year, and sells three very different services: daily and monthly parking to drivers, management contracts to property owners, and jobs to the valets and attendants who staff its facilities.

The Challenge:

Prior to Thinkhouse’s Digital Ads management in 2025, their Google Ads account did not reflect any of that. It had grown one campaign at a time for years, and by 2025 it held 27 spending campaigns, most named for a single garage. 15 of them were Smart campaigns and two more ran on the Display network. Together those took more than half of the budget and drove the account to 12.1 million impressions at a 0.81% click-through rate, which is what happens when ads are shown to low-intent users who were not looking for parking.

The search campaigns had the opposite problem. They ran on manual bids at 10 to 15% impression share, so Parking Systems missed most of the searches it should have won, and paid $6 to $7 a click for some of the few it did win. Conversion tracking folded several kinds of website events into one total, so the account reported tens of thousands of conversions a year and none of them could be tied to an actual inquiry. Nobody could say which campaign was producing a monthly parking lead, a management proposal request, or a job applicant.

Our Strategy:

Thinkhouse paused every legacy campaign and rebuilt the account around what Parking Systems sells rather than where it parks cars. Four search campaigns replaced 27. Parking Sales now targets drivers, with separate ad groups for each of their 5 geographic markets with their own keywords, copy and bids. A second Parking Sales campaign focuses on airport travelers. Parking Management speaks to property owners, developers and building managers looking for an operator. Employment feeds the hiring pipeline for valets, doormen, attendants and cashiers.

Every campaign runs on Google Search only. Search partners and Display are off, so budget is spent on people typing a parking query, not on banner placements. Bidding uses Maximize Conversions, and each objective sends traffic to its own landing page on parkingsystems.com. Conversions are tracked as form submissions and phone calls, which gives Parking Systems a lead count it can trust and gives the bidding algorithm a signal worth optimizing toward.

Budgetary reevaluation was included in the rebuild. Instead of $2 to $35 a day spread across 27 campaigns, spend concentrates at $55 to $100 a day on the campaigns tied to revenue. Thinkhouse also reviewed and optimized their Google Business Profile listings across dozens of Parking Systems’ Brooklyn, Queens and Manhattan locations, correcting neighborhood names, imagery, and proximity claims so the ads and the map listings tell the same story.

The Highlights

Four search campaigns replaced 27, every legacy Smart and Display campaign was retired, and conversion tracking was reset to count only form submissions and phone calls. The result was clear:

2025 vs. 2026: January Through August

Comparing the legacy search campaigns from 2025 against Thinkhouse’s four search campaigns in 2026 removes all of the Display ad noise and audience waste:

The Results

The rebuilt account produced 2,608 conversions in the first eight months of 2026, tracked as form submissions and phone calls, at $23.89 each. And it kept improving after launch. Comparing the first quarter of 2026 with June through August, conversions rose 26% on 7% more spend, and cost per conversion fell 15%.

Each vertical now has its own numbers. Parking Sales delivered 1,184 conversions at $25.15 each, with JFK, Brooklyn and Queens the largest markets. The Employment campaign produced 1,082 conversions at $5.91 each on a 16% click-through rate, giving Parking Systems a steady flow of applicants for frontline roles. Parking Management, the highest-value line of business, moved from 12% to 52% impression share and generated 121 conversions at $164 each.

Every dollar now maps to a market, a service line, and a lead count. Adding a new garage or a new city means adding an ad group, not another campaign.

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