Client Overview

Westside Auto, Australia’s largest independent car dealership, 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.

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

Westside Auto faced two critical challenges in their 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 Westside Auto’s digital marketing operations. This included:

• Google Analytics (GA4) Audit: Ensured accurate data collection and reporting to drive informed decision-making.
  
  
• Google Ads and Facebook Ads Audit: Identified areas of improvement in campaign structure, targeting, and budget allocation.

Conversion Rate Optimisation

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

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

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.

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