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Auto Dealer & Google Ads

Auto Dealer: high-intent test drives & leads from Google Ads

  • Client:

    Auto dealership (new & used vehicles)

  • Category:

    Google Ads · Inventory & lead generation

  • Focus:

    Test drives, financing applications, vehicle inquiries

  • Market:

    Local buyers in Calgary & Toronto

High-intent test drives & leads from Google Ads

Goal: increase qualified vehicle inquiries and test drives—not just website traffic. The dealership was generating clicks but struggling to connect spend with actual car sales. Generic keywords ("cars for sale") attracted low-intent browsers, while high-value searches weren’t fully captured.

We segmented campaigns by intent: branded searches, specific models ("used Honda Civic Calgary"), and financing-focused queries ("bad credit car loan Toronto"). Each category had tailored messaging and landing pages. Inventory-based ads were aligned with real availability, while landing pages emphasized pricing, financing options, and urgency ("limited stock," "book test drive today"). Forms were simplified, and call tracking was implemented.

Auto Dealer: high-intent test drives & leads from Google Ads
Auto Dealer: high-intent test drives & leads from Google Ads
Auto Dealer: high-intent test drives & leads from Google Ads

Data from sales teams helped identify which leads resulted in actual purchases—allowing us to prioritize models and queries that drove revenue.

What we executed

Connecting Google Ads spend to real test drives and vehicle sales—not just clicks.

  • Campaign structure by model, brand, and financing intent
  • Inventory-aligned ad copy and landing pages
  • Call & form tracking tied to showroom visits and sales
  • Negative keywords for research traffic ("reviews," "specs")
  • Remarketing for users who viewed vehicles but didn’t convert
  • Budget allocation toward high-margin vehicles