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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.

In a recent interview hosted by Susan Givens, PureCars CEO Lauren Donalson shared her insights on the biggest opportunities and challenges facing dealerships today. The conversation touched on data, service operations, AI, and what she’s looking forward to continuing conversations around at NADA.

The end-of-year rush is familiar territory for dealerships: metrics lag behind pace, slow starts, aging inventory, declining close rates, flat leads, slipping gross profit, and competitors moving units. The natural reaction is often panic-driven optimization, aggressive email blasts, rushed creative requests to marketing partners, and Monday-morning task armies for BDC follow-ups. The reality is simple: urgency without strategy burns both budget and morale.