A FIAT dealership was struggling to compete in a rural new-vehicle market and needed to decrease their expenses while shifting focus to used vehicles. They asked us to decrease their advertising budget while maintaining as much lead volume as possible.
We examined the advertising channels and worked with the client to decide on an AdWords budget reduction of 50% and to pause all Facebook advertising. The stronger lead-generation capabilities of search for this client supported the decision to cut Facebook advertising.
The next step was to ensure our objectives aligned with the client’s short-term and long-term goals. We shifted budget and account structure to focus on used vehicles while maintaining a new-vehicle presence. We also reset Key Performance Indicator targets to provide a new benchmark.
Finally, we refined the account across every channel and focused on top-performing areas with the remaining AdWords budget. We continued to look for new areas to expand and implemented successful YouTube advertising to highlight special sales events.
Our goal was a 60% budget decrease across AdWords and Facebook, with minimal loss of leads. With strategic budget cutting and account optimization, we actually increased leads over time, resulting in a huge 77% decrease in cost per lead.