We managed the Google Ads account of this Hyundai dealer, one of the largest in the Netherlands, for two years: July 2020 through June 2022. In the first quarter a conversion cost about €380 and the account brought in around 40 conversions. In the last quarter it was around €15 per conversion, with just over 2,300 conversions.
The chart shows the figures per quarter. Cost per conversion (yellow) starts around €380 in Q3 2020, drops to about €90 in Q1 2021 and around €30 in Q3 2021, and then sits between about €15 and €20. Conversions (red) go from around 40 in Q3 2020 to around 2,500 in Q4 2021, the best quarter. After that come just over 1,800 in Q1 2022 and just over 2,300 in Q2 2022. The €29.60 is the average over the whole period, including the expensive first quarters.
What we did
We set the campaigns up at a more granular level, so they were aimed more precisely at the right audiences. Search terms that brought irrelevant traffic were excluded regularly. We also created audiences and tested which ones worked best.
The Biggest changes panel on the screenshot compares cost for Jul 2020 to Jun 2022 with the two years before, Jul 2018 to Jun 2020. Each row shows the campaign first, with the ad group below it. The ‘Hyundai’ ad group in the ‘1. Nieuw - prio (Search)’ campaign cost €28,541.72 more (+616.35%). The ‘In-market: Motorvoertu…’ ad group in the ‘4. Video - algemeen (…’ campaign cost €23,668.14 more and had no cost at all in those two previous years (+∞).
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.
By the numbers: 24 months, 9.51K conversions
Over the whole period the screenshot shows 418K clicks, 9.51K conversions and an average of €29.60 per conversion. Per quarter, cost per conversion dropped from about €380 to around €15, roughly 96% lower.
Cost per conversion per quarter, read from the chart on the screenshot.
Boring, predictable, attributable. That’s what good PPC looks like.
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