Google Ads Strategy Drove Higher Intent Leads for UK Car Dealership in 90 Days
Key Results
CLICKS GENERATED
COST PER CONVERSION
IMPROVEMENT IN CAMPAIGN EFFICIENCY
Improving paid search performance in a competitive automotive market
Car buyers typically begin their journey with online searches, using queries related to specific models, finance options or nearby dealerships. The client, a UK-based car dealership with five locations, recognised the importance of appearing in these high-intent moments. However, their existing Google Ads campaigns were not aligned with how customers search. Ads were showing for broad and loosely related terms, leading to mixed traffic and inefficient spend. To compete effectively across multiple locations, the dealership needed a more structured and targeted approach to paid search.
Broad targeting and weak structure were driving wasted spend
The account relied heavily on broad keywords, which triggered ads for irrelevant or low-intent searches. This resulted in high costs with limited return, as many users were not actively looking to buy or book a service. Campaign structure was also unclear, with different services grouped together, making it difficult to optimise performance or allocate budget effectively. A lack of location-based targeting meant campaigns did not reflect variations in demand across different areas. At the same time, weak use of negative keywords allowed irrelevant queries to consume budget, and the absence of regular optimisation meant performance issues remained unaddressed. Overall, the account lacked the control and direction needed to drive consistent, high-quality leads.
We rebuilt the account to focus on intent, structure and ongoing optimisation
RESTRUCTURED CAMPAIGNS AROUND CUSTOMER INTENT
We redesigned the account to reflect how users search, creating separate campaigns for used cars, specific models, servicing, finance and location-based queries. This improved relevance, data clarity and budget control across key revenue areas.
IMPLEMENTED HIGH-INTENT KEYWORD TARGETING
Broad keywords were replaced with more specific, intent-driven terms, including model searches, “near me” queries and finance-related keywords. This helped attract users who were closer to making a decision.
INTRODUCED CONTINUOUS OPTIMISATION AND LANDING PAGE ALIGNMENT
We established a weekly optimisation process, refining search terms, updating negative keywords and adjusting bids based on performance. Traffic was directed to relevant landing pages aligned with user intent, improving engagement and conversion rates.
More targeted campaigns delivered stronger efficiency and lead quality
CLICKS GENERATED
The campaigns delivered 17,400 clicks, ensuring consistent visibility across key search terms and locations.
COST PER CONVERSION
Cost per conversion stabilised at £8, significantly improving efficiency compared to typical automotive benchmarks.
IMPROVEMENT IN CAMPAIGN EFFICIENCY
Ongoing optimisation and tighter keyword control improved overall campaign efficiency by 58%, reducing wasted spend and increasing lead quality.
“YellowInk helped us bring structure and clarity to our Google Ads campaigns. Their approach to targeting and optimisation made a noticeable difference in the quality of leads we receive. We are now seeing more relevant enquiries, better use of our budget and consistent performance across all locations.”