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Case study · Paid media

Advertising that fills dealerships, model by model

The official dealerships of two brands within the same automotive group, in the province of Girona, trust us with their digital advertising. The brief, in one line: real purchase leads for new and used vehicles, not clicks for a dashboard.

1,592
purchase leads generated across the two brands
3.2 M
impressions in front of buyers in the area
9.9 %
engagement rate on the main account
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01 · The starting point

Two brands, one shared problem: demand is local and model-specific

Nobody shopping for a car searches for "a car." They search for a specific model, new or used, close to home. A generic dealership campaign competes against searchers across the whole country and pays for clicks from people who will never set foot on the lot.

Our approach is the opposite: a campaign structure that mirrors the business, with each model, each vehicle condition, and each area accountable for its own numbers.

The brief
  • Two brands within the group, each with its own account and budget
  • New and used vehicles, with different demand
  • Buyers in the catchment area, not across the whole country
  • Measured in leads: forms and calls, not clicks
02 · The strategy

The account mirrors the dealership

01 One campaign per model and condition Every model gets its own campaign, new and used kept separate, and all of them limited to the dealership's real catchment area. Whoever searches for that car nearby finds it.
02 Measured in purchase leads Forms and calls as the only yardstick. Each campaign is accountable for its cost per lead, and the report ties the advertising to what actually reaches the sales team.
03 Budget that follows the stock The budget moves with inventory and season: models with stock and demand get the investment, and the rest are paused without hesitation.
03 · The numbers

Each brand answers for its own

The figures come straight from the two ad accounts, from the start of the project. A lead here is someone asking for a price or calling about a specific car.

  • 1,592 purchase leads across the two brands
  • 3.2 million impressions and 307,263 interactions
  • Cost per lead of €84 to €93 depending on the brand, in a sector where every lead is a potential vehicle buyer
MetricBrand ABrand B
Impressions2,229,800984,057
Interactions221,48685,777
Engagement rate9.93 %8.72 %
Purchase leads996596
Cost per lead84.21 €93.16 €

Ad account data, from the start of the project to the close of this report · Google Ads

04 · What the reports don't show

Managing a budget means deciding what shouldn't spend

The accounts hold more than thirty campaigns, one per model, condition, and area, and the spend is reviewed every week: if a model runs out of stock or its demand drops, its campaign stops spending that same day.

The model-by-model structure is what makes that decision possible; a generic campaign would hide it. It's the difference between managing a budget and letting it run.

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