NK Motors
See how we help the Independent KIA Dealership
NK Motors PPC Strategy Delivers £4.98 Cost Per Enquiry
Case Study Date: March 2024
Services taken: Paid Social
Location: Midlands
Industries: Automotive/ Car Dealership
NK Motors initially opened as a family run single lane MOT and Service Centre based in Chilwell, Nottingham in 1981. Over the years the business has gone from strength to strength and is now one of the largest independent KIA dealerships in the country supplying new and used cars from Derby and Nottingham, employing over 100 staff.
Challenge
The initial challenge for the team at NK Motors was that they wanted to increase their online presence and overall number of enquiries into the dealerships. Having tried Google Ads in-house without great success they approached Key Principles for help.
After completing an audit of the historic data in the Google Ads account it was clear that significant improvements could be made to the existing PPC strategy and campaigns.
Solution
The first step was to implement comprehensive tracking using Google Tag Manager to capture all types of conversion events and to prioritise new leads with their PPC activities.
New campaigns were created in the Google Ads account with an improved structure to ensure that the marketing budgets allocated for PPC were being spent in the most efficient and cost-effective way.
The new campaigns were running for just under a year and in March 2020 all paid marketing was paused while the business navigated the Covid-19 pandemic.
In May 2021, with a new Marketing Director on board at NK Motors the campaigns were up and running again. This time, further adjustments were made to the campaigns to adopt and trial Google’s new automated techniques.
Results
Embracing these new techniques and continuous ongoing testing has helped the campaigns to improve month on month and year on year.
In the last 12 months the campaigns have steadily developed each month generating more leads at a lower cost per lead.
The below stats show data from April 2023 to March 2024 compared to the same period 2022-2023.
27.5%
Increase In Click Through Rate
64.7%
Increase in Conversions
20%
Reduction In Cost Per Conversion – only £4.98
47% – Increase in Conversions Rate to 25%
Conclusion
These results underscore the transformational power of a well-executed Google Ads PPC strategy and the need to continually test and improve using Google’s new AI features. The initial efforts of NK Motors at running Google Ads campaigns in-house hadn’t delivered the desired results and we were excited to step in and help turn things around.
We conducted a detailed analysis of NK Motor’s previous campaigns and identified several potential improvements to make the PPC strategy more effective.
Despite a brief interruption due to the Covid-19 pandemic, the reactivation in May 2021, including the incorporation of Google’s new automated techniques, saw a significant improvement in campaign performance.
These results highlight the capability of a well-designed PPC strategy to dramatically enhance online visibility and lead generation, supporting both growth and profitability.
Do you want to get results like NK Motors? Book a free strategy session with us using the link below and we will use our expertise to optimise your Google Ads performance and help you reach your business goals.
Testimonial
“Key Principles understood our objectives from the start and were able to develop our campaigns successfully. We appreciate their attention to detail and regular updates.”
Fabia Palmer, Group Marketing Manager
Want Results Like These?
If you are looking for great results like these from your digital marketing efforts then take the first step now by booking your 30 minute strategy session.
The session will include a review of your current position, business objectives and marketing activities with a marketing strategy specialist, unlocking new insights and actionable ideas.
Following this call you will receive recommendations on marketing activities that will help you achieve your business objectives.