10× the leads in two months. From more of the right visitors.
Two BMW dealerships that needed more traffic and a way to turn it into leads. It started with finding the people most likely to buy.
- Client
- Project lead
Trav WhiteFounder and Head of AI Engineering
- Industry
- Luxury car dealerships
- Location
- Gold Coast, Australia
- Solution
- Lead generation
- Channels
- Google Ads, Facebook Ads, landing pages
01 The briefFind the people most likely to buy, bring them to the dealership websites with paid media, and capture their details with offers worth exchanging them for.
Traffic is easy. Buyers are harder.
BMW came to us to bring more traffic and new leads to two of its dealership websites: its Gold Coast dealership and Motorline BMW.
The job was to put these two dealerships in front of people shopping for a new car, and to turn more of those shoppers into enquiries once they reached the website.
More visitors alone would not have fixed it. Traffic looks good in a report, but visitors who never meant to buy do not become leads, and the dealerships needed a proper way to capture the details of the ones who did.
So the work started with the people BMW had already sold to.
Two things BMW asked for
- More of the right traffic. Visitors more likely to buy, from a digital marketing plan built around them.
- Leads from that traffic. A way to capture and qualify the visitors who were interested.
Know the buyer, then go and find more.
Three steps, each one relying on the last.
Understanding the audience, Past customers first
An analysis of past customer data and BMW's buyer personas, to learn which traits make someone more likely to buy. That became lookalike audiences, people who resemble existing buyers, and psychographic targeting, which reaches people by interests and attitudes as well as age and location.
Lookalike and psychographic audiences
Targeting new visitors, Google Ads and Facebook Ads
Paid media aimed at the traits of past purchasers, and remarketing that followed visitors after they left the site, to bring them back to an offer on one of the landing pages.
Remarketing on Google and Facebook
Capturing the lead, Landing pages
A landing page for each event and offer, where visitors exchanged their contact details to book a test drive of the new model or get an exclusive finance deal.
Ads and remarketing point to a form
The offers the landing pages carried
An open day
A page built around the dealership event.
End of year sales
Offers timed to the end of year sales.
A financing offer
An exclusive finance deal in return for contact details.
Aimed at buyers, not browsers.
Traffic that never turns into leads?
How the two goals turned out.
What BMW asked for before the project started, and where it stood once it was live.
Goal 01
More traffic to the dealership websites
We built lookalike and psychographic audiences from past buyers, aimed Google Ads and Facebook Ads at them, and set up remarketing to bring visitors back.
500+
more visits a month across the two dealership sites, from 7,000 to 7,500. The ad spend went on the people most likely to buy.
Goal 02
Capture and qualify the leads from it
We built a landing page for each event and offer, trading a test drive or an exclusive finance deal for the visitor's contact details.
10x
the leads a month, reached within two months. Every ad and remarketing click led to a page that asked for the visitor's details in return for something worth having.
The bigger result was the leads. Visits rose by more than 500 a month, and leads a month went up tenfold. Understanding BMW's audience made the difference: the ads reached the people most likely to buy, and every click led to an offer worth giving details for.
The work also raised awareness of what the dealerships were offering, from the open day to the finance deal. BMW kept us on speed dial for the end of each month, whenever a few fresh leads were needed.
“Passionate, creative and innovative agency. Very trusting and easy to collaborate with.”
Rebecca Mancini
Marketing Manager, BMW
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the customer analysis, buyer personas, Google and Facebook campaigns, remarketing and landing pages.
HubSpot Certified Trainer, Multi HubSpot Impact Award winner, Founded Neighbourhood in 2015
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