The Q2 2025 benchmarking report for UK car rental companies has just been published. Learn how the top 12 UK car rental companies perform across the digital space.

The latest Q2 2025 benchmarking report for UK car rental companies has just been published.  It covers the largest 12 national car rental companies, including Hertz, Enterprise Holdings, Avis, Green Motion UK, SIXT, Zipcar, Rentalcars.com, Zest Car Rental, Hiyacar, Thrifty Car and Van Rental, Practical Car & Van Rental, and Indigo Car and Van Hire.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other car rental companies to win brand exposure in key areas, generate online views, and drive enquiries & bookings. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q1 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 11 car rental companies on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing car rental companies, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK car rental companies was £14,865, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £15 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Green Motion UK reported the lowest monthly cost-per-click (CPC) at £0, and Indigo Car and Van Hire has the highest at £111.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Indigo Car and Van Hire has the lowest estimate monthly ad spend at £111, and Enterprise Holdings has the highest at £342,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Car rental companies will want to take particular care that key pages such as locations and models are easy for users to find.

In our last report, SIXT flagged 294 404 errors. This quarter, SIXT remains the company to watch, and they’ve increased these errors to 400. There are several steps this car rental company can take, such as maintaining a proper URL structure and updating links after content changes and regularly auditing their website to find and fix broken links.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. Just as with ensuring key pages are easy to navigate to, to avoid any prospective customer frustration, car rental companies will want to convey a fast site experience to ensure potential renters have a positive experience with their brand at every digital step.

In the last quarter, Hertz reported the slowest mobile site speed (7). This quarter, Hertz remains the company to watch, but they’ve slightly increased their site speed to 8. On the other hand, Zest Car Rental and Practical Car & Van Rental reporting the fastest mobile site speed (65).

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that is not gained through sponsored ads. Car rental companies can look to collaborate with high-authority travel and lifestyle bloggers to build their backlink profiles, along with generating travel and motoring content that can be picked up by both national and sector-specific press.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA this quarter ranged between 82 and 21, with Indigo Car and Van Hire flagging the lowest DA score. This car rental company should look for missed opportunities to increase the quantity and, most importantly, quality of their backlinks. This might involve building relationships with trusted websites in the same niche in order to obtain backlinks.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Due to the cost-of-living crisis and consumers cutting back on expendables such as holidays, car rental companies may find that they are competing for a much smaller pool of traffic than in 2022.

Three companies saw a decrease of organic traffic on desktop, with Green Motion UK seeing the biggest loss (-80%). For mobile, 2 companies reported a loss of organic traffic, with Green Motion UK seeing the biggest loss here, too (-99%). This company should ensure their website is mobile-friendly to optimise the web experience for users accessing the website on a smaller screen.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a retailer can appear for universal search results without being strong in standard rankings. 'Reviews' are a useful feature for car rental companies to capitalise on, helping them gain the trust of potential customers.

SIXT remains at the top of the leaderboard, with the most Universal Search appearances overall (32,728) — nearly double that of the runner up. All UK car rental companies should ensure they’re obtaining results for each Universal Search, as these appearances can drive higher traffic, improve online visibility, and build credibility for their website.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for retailer new search terms as they enter Google’s index. Car rental companies must ensure their organic content strategy acknowledges high-conversion potential keywords, including terms such as 'available now', 'instant access', or 'cost for 7 days' (or any other common length of time).

Enterprise Holdings received the most longtail keyword appearances for position 3 (12,032) and positions 4–10 (11,297). While SIXT is further down the leaderboard for position 3, they secured 7,989 keyword appearances for positions 4–10. Reporting results for these positions is a great way for brands to enhance their online visibility.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For car rental companies, Facebook ads are an opportunity to ensure customers are seeing offers, availability, and company options.

We’ve included screenshots of Avis’ sponsored Facebook posts. This UK car rental company included unique imagery/video and text for each post, which is a great way to improve excitement for social media users.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. As with building a backlink profile and creating content that ties in well with PR activity, car rental companies can look to developing topics within the holiday and automotive space to secure shareable content that will gain traction on social media.

SIXT has the most Facebook Likes (1.1 million), and Enterprise Holdings has the most Instagram followers (46,800). Social media is a great opportunity for companies to expand their online reach and build a trusted relationship with their current audience.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, retailers lose customer interest as they turn elsewhere. It is important for brands in any sector to be accessible for all potential visitors, even when this need is not immediately obvious, such as in the automotive sector.

 In the previous audit, Practical Car & Van Rental reported 71 accessibility alerts. This quarter, Practical Car & Van Rental continues to secure 71 accessibility alerts — the highest of all brands. This company should reduce these alerts to ensure they’re reaching all audiences (including those with a disability or colour vision deficiency). 

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.