Customer Acquisition Optimisation for One of Australia's Largest Dealerships

Client Overview

One of Australia's largest independent car dealerships sought to enhance its market position and operational efficiency through a comprehensive digital marketing overhaul. New market entrants and high interest rates posed a threat to revenue targets, and the dealership needed a partner who could turn its digital marketing into a reliable engine for growth.

The primary objectives were to increase lead generation and improve Return on Ad Spend (ROAS). This case study outlines the strategic approach and significant results achieved through data-driven marketing optimisation.

Challenge

The dealership faced two critical challenges in its digital marketing efforts:

Stagnating Lead Generation
Despite being a market leader, the dealership experienced a decline in new lead acquisition, indicating a need for a more effective digital outreach strategy.

Suboptimal Return on Ad Spend (ROAS)
The existing advertising efforts were not yielding the desired return, suggesting inefficiencies in campaign management and resource allocation.

Solution

In-Depth Audit of Marketing Operations

To lay the foundation for growth, we conducted a thorough audit of the dealership's digital marketing operations. This included:

Google Ads & Facebook Ads Audit
Identified areas of improvement in campaign structure, targeting, and budget allocation.

Google Analytics (GA4) Audit
Reviewed the analytics configuration to ensure accurate data collection and reporting to drive informed decision-making.

Tracking Audit
Examined the full tracking setup across the website and ad platforms to verify that every key user action was being captured reliably.

Conversion Rate Optimisation

Armed with insights from the audit, we implemented a rigorous CRO strategy that involved:

Targeting Optimisation
Fine-tuned audience and keyword targeting to reach high-intent prospects and reduce wasted ad spend.

Improving Conversion Tracking
We implemented a more accurate conversion tracking schema to allow for a more granular analysis of user behaviour and pass more reliable data to ad platforms.

A/B Testing of Creative and Landing Pages
We ran a series of experiments to test changes to ad copy, ad images, and landing page elements.

Advertising Account Optimisation
Across Google and Facebook Ads, we improved the account structure and refined the targeting. By creating a more granular account structure, focusing on high-intent keywords and improving audience segmentation, we ensured that ads reached the most relevant potential customers.

Results

The strategic interventions yielded impressive results:

20% Year-on-Year Increase in Leads
Demonstrating a significant boost in the dealership's ability to attract potential customers.

15% Improvement in ROAS
Highlighting enhanced efficiency in advertising spend and resource allocation.