We managed this Audi dealer’s Google Ads account for two years: July 2020 through June 2022. In the first year conversions held steady at around 200 a quarter. Cost per conversion sat at about €13 to €20 in the first three quarters and rose to around €35 in Q2 2021. After about a year the dealer got a new website, and during that rebuild conversion tracking did not work properly. When the new site launched, we set up tracking again. Only after that did measured conversion volume climb sharply.
Industry: Automotive (official Audi dealer). Market: Netherlands. Engagement: Q3 2020 to Q2 2022 (24 months). Services: Google Ads · Conversion tracking · Campaign overhaul.
The curve says the most. In the first year conversions (red) sit around 200 per quarter. Cost per conversion (yellow) sits between €13 and €20 in the first three quarters and around €35 in Q2 2021. During the website rebuild, tracking did not work properly and cost per conversion rose to almost €90 in Q3 2021. After the new site launched with new tracking, volume jumps to about 1,700 conversions in Q1 2022 and almost 4,000 in Q2 2022. Before and after the rebuild were measured with different tracking, so the two periods are not directly comparable.
Below the chart is the Biggest changes panel. It compares cost for Jul 2020 to Jun 2022 with the two years before, Jul 2018 to Jun 2020. The Audi ad group cost €7,509.94 less than in those two earlier years (−51.7%). The Audi e-tron ad group had no cost in those earlier years and came to €3,207.65 from Jul 2020 to Jun 2022. The panel only shows that difference in cost, not what it delivered.
Fix the tracking first
After about a year, the dealer decided to rebuild the website. During that rebuild conversion tracking did not work properly. Fewer conversions were recorded and cost per conversion went up, to almost €90 in Q3 2021. Those numbers said more about the measurement than about the campaigns.
When the new site launched, we set up conversion tracking again. We managed the account continuously throughout the period and adjusted based on what the numbers showed.
After the launch, measured conversions rose sharply: about 1,700 in Q1 2022 and almost 4,000 in Q2 2022, at roughly €3 to €6 per conversion. Those numbers come from the new tracking, so we don’t set them against the first year’s cost per conversion as a before-and-after.
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.
24 months, 6.67K conversions, €7.08 per conversion on average
The screenshot shows the totals for 1 Jul 2020 to 30 Jun 2022: 110K clicks, 6.67K conversions and €47.3K cost. The trajectory: a first year with a steady number of conversions, a measurement gap during the website rebuild, and after the launch new tracking with much higher measured conversion volume. The €7.08 average per conversion spans both measurement periods.
A sudden spike in cost per conversion is often a measurement problem first.
Boring, predictable, attributable. That’s what good PPC looks like.
Every engagement starts with a 30-minute audit: free, no slides, just a screen-share through your account.
Book the audit →