PROFI-MOTORS
Initial Data
Objectives
- /01 Attract "Hot" Leads: Capture contact details of owners looking to sell their cars immediately.
- /02 Cover Various Segments: Configure ads for car buyouts in any condition (undamaged, after accidents, or under bank loans).
- /03 Reduce Cost Per Lead (CPL): Optimize campaign structure to prevent budget waste on informational queries.
- /04 Implement Tracking: Establish analytics to monitor calls and inquiries via the online car valuation calculator.
- /05 Ensure Top Positions: Differentiate ads from competitors by highlighting specific advantages (price, speed, security).
Implementation Strategy
The strategy focused on maximum efficiency and speed. Advertising campaigns were categorized by urgency and vehicle condition: “Urgent Buyout,” “Accident Car Buyout,” and “Loan Car Buyout.” The primary emphasis in the ads was on same-day payouts and free appraisals—decisive factors for the customer.
Work Performed
Semantic Core Collection and Clustering
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Gathered “commercial” keywords: “urgent car buyout price,” “sell car fast,” “buyout after accident.”
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Formed clusters based on car types and damage levels to create highly relevant ads.
Campaign Structuring
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Developed an ad group structure where each group addressed a specific customer pain point (e.g., buyout of foreign-registered vehicles).
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Configured precise geotargeting for regions where Profi Motors representatives operate.
Responsive Search Ad Development
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Prepared ad copies with strong USPs: “Payout up to 95% of market value,” “Money in 30 minutes,” “Paperwork covered by us.”
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Implemented calls to action: “Get a price estimate via Viber in 2 minutes.”
Ad Extension Setup
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Added “Call” extensions for direct contact with an appraiser.
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Configured “Sitelinks” to pages featuring reviews, examples of purchased cars, and the online valuation form.
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Utilized “Price” extensions to demonstrate service costs (e.g., Tow truck dispatch — 0 UAH).
Traffic Optimization (Negative Keywords)
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Compiled a robust list of negative keywords to filter out non-target audiences: “spare parts,” “repair,” “rental,” “salvage yard,” “buy a car,” “auto market.” This focused the budget exclusively on sellers.
Analytics and Control
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Set up goals in Google Analytics 4 to track form submissions and phone number clicks.
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Implemented tracking for messenger transitions, as most clients prefer sending car photos for a preliminary appraisal.
Results
| Increased Lead Flow: Established a stable channel for acquiring car owners via Google Search. |
| High-Quality Filtering: Thanks to thorough negative keyword processing, 85% of inquiries are qualified leads (clients ready for appraisal and sale). |
| High Quality Score: Precise alignment between ads and user queries resulted in a lower cost-per-click than the market average. |
| Spending Transparency: The owner of Profi Motors gained a clear view of the cost per call and the conversion rate from inquiry to an actual meeting. |
| Scalability: Created a structure that allows for the quick addition of new directions (e.g., buyout of specialized machinery or motorcycles). |
Analysis and validation of results
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