167% increase in organic search conversions
Lookers Group partnered with Mediaworks to manage its paid and organic search activity.
Lookers Group is a car dealership offering one of the most modern retail experiences in the UK. Using a data-driven and precisely targeted strategy, we upped the group's visibility and drove a 58% increase in enquiries.
We think
To lay the groundwork for this strategy, we used data-driven insights to identify distinct personas with intent to buy.
By targeting both generic and franchise-specific terms, we supercharged page 1 visibility, traffic and conversions in categories that demonstrated intent to buy.
We do
To meet the client’s targets across 20 brands and reduce the cost per acquisition, the account was restructured according to each brand's priorities.
The restructured accounts allowed budget recommendations for maximum impact and the categorisation of paid ads into groups like new cars, used cars, and aftercare. Through restructuring we could manage smaller budgets and maintain visibility of conversions after migrating the site to a new platform. This also provided full visibility on spend using Google Ads Scripts for data collection and Datastudio for real-time reporting.
By integrating with the client’s internal sales system, we tracked how many qualified leads were driven by paid traffic. Heatmaps in custom Datastudio reports identified peak enquiry times to improve targeting. We also used geotargeting based on vehicle search data, which revealed a larger-than-expected travel radius. This allowed ads to target customers further afield, especially for used vehicle purchases.
We measure
After executing our strategy, Lookers Group gained a massive boost in visibility and enquiries.
Increase in page 1 transactional search visibility
1.1+
Increase in page 1 franchise search visibility
938,870
Increase in organic search conversions to sales enquiry
167%
