‍The Situation

A California dealership recognized a unique opportunity to expand its market share when a nearby competitor of the same OEM shut down. With local customers suddenly without a go-to dealership, the chance to capture this audience quickly became a priority. The dealership set clear objectives: attract these newly available customers, boost website traffic, and increase conversions in the open market.

The Solution

To capitalize on this opportunity, the dealership partnered with PureCars to launch a Performance Max (PMax) branding campaign. The strategy focused on geo-targeting in-market shoppers within the conquest area, ensuring they reached potential customers right where they were.

The campaign emphasized the dealership’s "why buy" messaging to differentiate it from competitors, effectively communicating what set them apart. By leveraging Google’s full suite of channels—Search, Display, YouTube, and Discover—the dealership engaged shoppers at every stage of their buying journey, from initial research to purchase. This comprehensive, multi-channel approach ensured that their message reached customers wherever they were in the process.

The Results

The results were impressive, showing how the right campaign can drive tangible growth. Over 120 days, the dealership saw the following outcomes:

• $1.91 cost per click
• $1.26 cost per conversion
• 141% conversion rate

These results highlight the effectiveness of the Performance Max campaign in driving conversions and efficiently capturing new customers in a competitive market.

Takeaway

This case study demonstrates the power of a well-executed Performance Max campaign to drive growth and market share. By utilizing geo-targeting and Google’s suite of marketing channels, the dealership was able to reach and convert customers displaced by the closure of a competitor. With the right strategy, dealerships can turn unexpected opportunities into real growth.

‍