Luxury Automotive Dealer
75% reduction in cost per conversion
75%
Cost per conversion reduction
15%+
Average CTR (from 7%)
6%
Sales conversion (from 2%)
About the Client
A luxury automotive dealer bleeding spend on in-house PPC
A premium luxury automotive dealer running in-house PPC campaigns on Google Ads, using a mix of text ads and display ads with test-drive enquiries as the primary conversion goal.
When the engagement began, the cost per conversion was consistently above ₹5,000 per enquiry, while conversion volumes remained unstable and inefficient.
The objective was to reduce cost per conversion and increase monthly enquiries — without increasing advertising spend or compromising lead quality.
The challenge
Three layers of problems to solve
01
High cost per enquiry
Paid search campaigns were generating online test-drive enquiries at a cost of more than ₹5,000 each
02
Campaign structure issues
Campaign structure was coarse — small number of campaigns covering broad keyword sets
03
Intent and geography segmentation
No segmentation by user intent level or geography
What We Identified
The gap was in visibility and trust — not category demand
Campaign structure was the single biggest leak — one broad campaign was hiding a dozen different intent levels inside it
Quality Score was weak across the board — meaning CPCs were elevated on every bid
Display was being run as a standalone channel instead of a remarketing and message-reinforcement layer
Time-of-day and geographic performance had not been analyzed — significant spend waste
Ad copy and landing pages were not aligned to search intent
Campaign structure was the single biggest leak — one broad campaign was hiding a dozen different intent levels inside it
Quality Score was weak across the board — meaning CPCs were elevated on every bid
Display was being run as a standalone channel instead of a remarketing and message-reinforcement layer
Time-of-day and geographic performance had not been analyzed — significant spend waste
Ad copy and landing pages were not aligned to search intent
Our Strategy
Eight structural fixes — same budget, entirely different architecture
Campaign segmentation
Broke down the campaigns into sixteen separate campaigns segmented by user search intent level and geographic fencing.
Quality Score optimization
Improved Quality Score to greater than 7 consistently, helping maintain first-position placements at lower CPCs.
Share of Voice bidding
Bidding adjustments calibrated to maintain Share of Voice at 85%+ across priority search terms.
Dayparting optimization
Dayparting analysis to identify high-converting time slots and reallocate spend to maximize lead volume and efficiency.
Search-display alignment
Connected display ad messaging in alignment with the search terms users had actually used, improving relevance and conversion quality.
CTR optimization
Optimized ad creative and copy to lift CTR from 7% to 15%+, improving engagement and lowering acquisition costs.
RLSA integration
Leveraged Remarketing Lists for Search Ads (RLSA) alongside display remarketing to reconnect with high-intent audiences.
Dynamic bid modification
Dynamic bid modification based on real-time competitive intensity, helping maintain visibility while controlling acquisition costs.
Results
Better leads, lower cost, higher sales — in 3 months
7% → 15%+
Average CTR
Improved CTR from 7% to an average of 15%+ — against an industry average of approximately 9%.
₹5,000+ → ₹1,300
Cost Per Conversion
Reduced average cost per conversion from ₹5,000+ to ₹1,300 through campaign restructuring and optimization.
85%+
Share of Voice
Consistently maintained first page, first position rankings with more than 85% Share of Voice across priority keywords.
Who We Work With
What drove the results
Breaking one broad campaign into 16 intent-segmented campaigns was the single biggest driver — it enabled match type discipline and intent-appropriate bidding.
Quality Score improvement compounded savings across every single bid, not just specific keywords.
Ad-to-landing-page message alignment improved both CTR and conversion rate simultaneously.
Dayparting eliminated waste on low-converting time slots — redirecting spend to high-intent hours.
Connecting display to search intent turned display from a brand spend into a conversion-assist layer.
RLSA improved efficiency on competitive keywords where cold search volume was expensive.
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