How Skovian Optimized Service Ad Campaigns for an Auto Dealer Brand to Boost Quality Leads ??

At Skovian , we’re always up for a challenge, especially when it comes to helping our clients generate high-quality leads, especially in the competitive automotive industry. One of our clients, an established auto dealer, came to us with a common issue: despite their best efforts, they were struggling to generate quality leads through their service ads..

Challenges faced by our client (Auto Dealer brand):

They initially relied on Facebook service call campaigns, hoping to tap into a broad audience and drive more service appointments. However, the leads they received weren't converting as expected—many were irrelevant or simply not ready to make a decision. To find a better solution, the client switched to Google Smart Campaigns. Unfortunately, this also didn’t produce the desired results, and after some time, the campaigns were paused.

Here comes Skovian ..

Strategy used by Skovian:

After carefully reviewing the performance data, our team, KUNDAN SEN Seema Kataria & Priya Betala decided it was time to change tactics. We started with both Google Search Campaigns & Facebook Call Campaigns to leverage the strengths of both platforms. But before diving into this dual strategy, we identified a critical issue—the sales process wasn't properly structured to track calls and leads accurately. This lack of a streamlined process resulted in data leaks and missed opportunities.

To address this, we worked closely with the brand's sales team to overhaul their lead tracking system. We implemented a more robust process that ensured every inquiry was counted and attended to. By doing so, we could accurately track the effectiveness of our campaigns and ensure that every potential customer was served better. This approach not only optimized our marketing efforts but also created a more reliable system for measuring success.

Voila!!! our strategy tweak worked wonders! The results were promising: we saw a 50% increase in quality leads from Google. It seemed we were on the right track. ??

The Outcome:

By April, the team noticed a shift—while Google Search Ads continued to perform well, Facebook was beginning to generate a significant moderate number of leads. It was clear that our audience on Google was more engaged or ready to convert as we hoped. Instead of doubling down on what wasn't working, we made the strategic decision to pause Facebook ads entirely and focus solely on Google Search Ads.

Time for results:

This decision paid off. With just the Google Search Ads running, we saw a consistent increase in the ratio of quality leads. Not only were we receiving fewer leads, but the leads we did receive were far more likely to convert into actual service appointments. This experience reaffirmed a valuable lesson: sometimes, less is more when it comes to choosing your advertising channels. ??

Insights by Skovian:

-This case study is a great reminder of the importance of testing, optimizing, and being willing to make bold decisions in your marketing strategy.

-Not every channel will work for every business, and that’s okay.

-The key is to focus on what’s delivering the best results, even if it means letting go of channels that aren’t performing.

For this auto dealer brand, pausing Facebook ads allowed us to maximize the impact of Google Search Ads, proving that quality truly trumps quantity. In digital marketing, the willingness to pivot and adapt is crucial for achieving long-term success.

Have you experienced a similar challenge with your digital marketing campaigns?

Let’s discuss how we can help optimize your strategy and boost your lead quality! Visit our website: www.skovian.com

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