Every mile with a smile 

Client: Uralco, Curaçao

Service: Car and truck lease, electric leasing, short and long term

Channels: Google Ads, Meta Ads, Content (Digital strategy & Execution) 

Languages: Dutch and English

The brief

Uralco is one of the most well-known lease providers on Curaçao. The brand stands for personal contact, warm service, and a wide range of options — from standard lease to luxury vehicles, trucks, and electric driving. The brief to Loyals was as clear as it was ambitious: increase online visibility and convert that visibility into more inquiries, phone calls, and completed contact forms.

Uralco’s strength has always been in the personal relationship with the account manager. The website and campaigns play a clear role in that: taking the first step, lowering the threshold, and inviting the right visitor to get in touch.

The challenge

The biggest challenge is the distinction between renting and leasing. Visitors often use both terms interchangeably, while they represent a completely different offering and target audience. The campaigns need to keep those two worlds clearly separated, without confusing the visitor.

In addition, Uralco serves multiple target audiences simultaneously: entrepreneurs looking for business lease or a truck solution, expats and short-stayers who want flexible mobility, and individuals looking for an electric or luxury lease car. Each of these groups requires a different tone, a different message, and different search terms.

Finally, Uralco operates with a deliberate focus on personal contact. The website does not generate direct transactions — it generates the first point of contact. That means every campaign is ultimately measured on leads, not on direct online purchases.

The strategy

Loyals chose a full-funnel approach. At every stage of the customer journey, Uralco is visible: from the first moment of orientation to the active searcher who is ready to make contact. This approach is applied across the different markets and target audiences.

A key part of the strategy is the language split. Campaigns run in both Dutch and English, ensuring that both the local population and expats and tourists are reached in the right way. Relevance for the right visitor is central to everything.

What we did

Google Ads

The campaign structure distinguishes between branded, non-branded, long-tail, and specific search terms. This keeps relevance high for every search query — from broad, exploratory searches to people who know exactly what they are looking for. Adding English-language campaigns and Performance Max made a clear difference: the number of conversions increased while the cost per conversion decreased.

Meta Ads

On Instagram and Facebook, multiple campaigns are running. Three traffic campaigns focused on leasing, alongside an engagement campaign. Reels consistently perform well and are used as a powerful tool for reach and engagement.

Content

Caroline’s content approach is built around four pillars: luxury, flexibility (short and long term), team and service, and business lease. The best-performing content consistently combines two things: humanity and island atmosphere. Posts featuring team members or personal stories score consistently high, as do visuals that let Curaçao speak for itself.

The tone of voice is warm, clear, and accessible. Strong, semi-short captions in both Dutch and English. No jargon — just language that works for the entrepreneur, the expat, the short-stayer, and the everyday reader considering a lease. Consistent, recognizable, and always with a nod to the island and its people.

The tagline that fits: Every Mile With A Smile.

The results

The addition of English-language campaigns and the introduction of Performance Max have made a measurable difference. The number of conversions increased while the cost per conversion decreased. That is exactly what a full-funnel approach in a small, targeted market can deliver: smarter reach, better leads, less waste.

On social media, the reels and personal content generate consistently strong engagement. The Uralco brand is becoming increasingly recognizable online, without losing its warm and personal character.

What makes this partnership special

Uralco is known in the market as a warm and friendly company. That is exactly how we experience the partnership as well. The client is engaged, accessible, and open to new ideas. That makes the work meaningful.

The combination of a strong brand identity, a clear value proposition, and a team that knows what it wants gives Loyals the space to create campaigns that genuinely mean something. Uralco is a brand with character — and that character is the common thread running through everything we create.

How Uralco is known in the market is exactly how we experience them in our partnership.

Loyals, on the collaboration with Uralco

“The collaboration with Loyals feels very natural. They understand who we are as URALCO and know how to translate our personal approach and service perfectly into online visibility and concrete leads. That is what makes this partnership so valuable to us.”

Arjan Beeren, GM – URALCO