10 automotive accounts, the exact numbers.
10 automotive accounts in Google Ads: 6 dealers, 2 lease companies, a short-lease provider and a car-rental company. 6 of them have their own case study; you'll find those below, grouped by type of business. Below that, the table puts all 10 side by side over the same period.
Dealers.
An official Audi dealer and one of the largest Hyundai dealers in the Netherlands.
When a new website breaks conversion tracking, every conversion looks more expensive
Two years of Google Ads for an official Audi dealer in the Netherlands: 6.67K conversions at an average €7.08, and what a new website did to the tracking.
Hyundai dealer: cost per conversion from about €380 to around €15
Two years of Google Ads for one of the largest Hyundai dealers in the Netherlands: cost per conversion from about €380 to around €15, 9.51K conversions.
Lease and rental.
Two lease companies, a short-lease provider and a car-rental company.
Nearly twice the conversions in year two, at almost a quarter lower cost per conversion
Nationwide private-lease provider. In 24 months of Google Ads, cost per conversion fell from ~€115 to ~€80, with nearly twice the conversions in year two.
About a fifth off the cost per conversion, through a CMO transition
Dutch nationwide car-lease company. Over 24 months of Google Ads, cost per conversion fell from ~€77 to ~€61 through a CMO change, on 2.91K conversions.
More conversions, even at a higher cost per conversion
Dutch short-lease operator, consumers and businesses. Bids raised for more conversions: 2.93K conversions at €13.41 average, with about 610 in Q2 2022.
From around €14 to around €10 per conversion, with about 530 conversions in Q2 2022
Dutch car-rental company, Google Ads with conversion tracking set up first: 1.09K conversions on €12.8K spend, cost per conversion from ~€14 to ~€10.
All 10 accounts side by side.
Totals per account, as Google Ads reports them. Every row links to a screenshot of the account overview, and to the case study where we wrote one.
| Account | Clicks | Conversions | Cost/conversion | Budget | Source |
|---|---|---|---|---|---|
| Audi dealer (Wittebrug) * | 110K | 6,670 | €7.08 | €47.3K | Screenshot |
| Hensgens Mobiliteitsgroep | 418K | 9,510 | €29.60 | €282K† | Screenshot |
| Private lease (IKRIJ) | 147K | 1,940 | €70.03 | €136K | Screenshot |
| KAV Autoverhuur (car rental) | 42.6K | 1,090 | €11.72 | €12.8K | Screenshot |
| LeaseLinq | 126K† | 2,910 | €71.21 | €207K | Screenshot |
| SEAT dealer * | 61.2K | 2,090 | €17.36 | €36.2K | Screenshot |
| ŠKODA dealer * | 116K | 4,220 | €12.21 | €51.5K | Screenshot |
| Volkswagen dealer * | 246K | 10,000 | €11.28 | €113K | Screenshot |
| Volkswagen Commercial Vehicles dealer * | 67K | 3,240 | €16.20 | €52.5K | Screenshot |
| Short lease (Wittebrug Rent) | 144K | 2,930 | €13.41 | €39.3K | Screenshot |
| Total | 1,477.8K | 44,600 | €21.92 | €977.6K |
Source: the Google Ads account overviews from 1 July 2020 to 30 June 2022, one screenshot per account. Clicks, conversions and budget are rounded the way Google Ads shows them.
Conversions are counted as each account had them set up in Google Ads. They are not closed deals.
† This value is not shown as a tile on the screenshot. We calculated it from the other tiles: budget = conversions × cost per conversion, clicks = cost ÷ average CPC.
* For the dealer accounts marked *, cost per conversion drops sharply from Q4 2021, and in the first half of 2022 conversions rise at least tenfold. For the Audi dealer the cause is known: after a year of stable performance the website was rebuilt. During the rebuild, conversion tracking did not work and cost per conversion spiked. When the new site launched, tracking was set up properly. The other dealer accounts marked * show the same jump in the same period.
Was able to work with Feisal for several years in the automotive industry. The goal of our cooperation was to generate as much revenue as possible with online activities for customers in this branch. Feisal has a good outlook and pragmatic approach.
Shercinio WareProduct Manager · LeasingMarkt
We hired Feisal for almost two years to manage Google Ads campaigns for our customers. Feisal is a creative mind with lots of ideas.
Wilbert PhilippoLeaseVergelijker
Boring, predictable, attributable. That’s what good PPC looks like.
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