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
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 >7 consistently, to maintain first-position placements at lower CPCs
Dayparting optimization
Dayparting analysis to identify high-converting time slots and reallocate spend
Share of Voice bidding
Bidding adjustments calibrated to maintain Share of Voice at 85%+ on priority terms
Search-display alignment
Connected display ad messaging in alignment with the search terms users had actually used
CTR optimization
Optimized ad creative and copy to lift CTR from 7% to 15%+
RLSA integration
Leveraged Remarketing Lists for Search Ads (RLSA) in addition to display-based remarketing
Dynamic bid modification
Dynamic bid modification based on real-time competitive intensity
Results
Better leads, lower cost, higher sales — in 3 months
₹5,000+ → ₹1,300
Cost Per Conversion
Reduced conversion cost through campaign optimization
7% → 15%+
Average CTR
Improved click-through rate through ad & creative optimization
₹300
Best-performing campaigns delivered leads at ₹300
The highest-intent, best-segmented campaigns produced qualified test-drive leads at ₹300 per conversion — a 94% reduction from the starting cost, on the same total monthly spend.
2% → 6%
Sales Conversion Rate
Increased conversions through optimized sales funnel strategy
85%+
Share of voice — priority terms
First page, first position maintained consistently across all priority keywords
Who We Work With
What drove the results
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