Understanding the challenge
Each rooftop in the dealer group was marketed in isolation, so the locations bid against each other on the same paid keywords, wasting budget and cannibalizing demand. Their presence in the local map pack was weak, and there was no way to connect an ad click to a booked test drive or a closed sale, leaving spend optimizing to form fills, not showroom outcomes.
Our approach
We built a Demand Generation program designed for a multi-location retailer: consolidating paid, dominating local search, and closing the loop between clicks and the showroom floor.
Key elements of our solution included:
• A consolidated Paid Media structure across all rooftops, ending internal bid competition and cutting wasted spend.
• Local SEO and Google Business Profile optimization for every location to win the local map pack.
• Inventory-aware landing pages matched to high-intent model, trim, and financing searches.
• Unified reporting tying ad clicks and form fills to booked test drives and showroom visits.
Technical innovation
We stood up an offline-conversion pipeline that imported booked test drives and closed sales back into the ad platforms, so automated bidding optimized toward real showroom outcomes rather than surface leads. Per-location budget automation shifted spend to the rooftops and models with live demand.
Outcome
Qualified test-drive bookings rose 41% across the group within 12 months, cost per qualified lead dropped as internal competition ended, and every location gained visibility in local search.
