Established car retailer Pulman boasts over 25 years’ of experience, selling a range of new and used cars online and at their family-run showrooms across the North East.
Even with an established brand, it was crucial for Pulman to continue the growth they have experienced and ensure they stay ahead of local and national competitors. They identified their Google Ads campaigns as a crucial area to help them maintain this growth and strengthen their brand offering.
Our Digital Marketing team have been working with Pulman since 2022 on their Google Ads campaigns to increase test drive bookings, footfall to their showrooms and online used car sales. Through a full account restructure, we redefined their marketing funnel and leveraged Search, Display and Video campaigns to elevate Pulman’s brand across the region. We also identified tracking issues which we resolved to ensure we were tracking accurate and meaningful results.
We identified issues with the original account structure and tracking. When tracking isn’t working properly, it leads to inaccurate figures being reported from the ad platform. Whilst we resolved the tracking, we completed a full account restructure. Not only did this make it clearer who we needed to target, but we implemented a flexible structure that allows us to align the marketing strategies with the ever-changing automotive industry. This not only helps us spend the budget efficiently, but also ensures we’re targeting the right people, at the right place, at the right time.
As the account evolved alongside Pulman, we began leveraging different campaign types beyond Search and Display and implemented mid and bottom-funnel YouTube campaigns to target users who are in the ‘messy middle’ of their journey. Since a car is a high ticket item, it comes with a lengthy consideration process where users will be comparing different cars, dealerships and prices. We leveraged YouTube ads to remind users why they should choose Pulman to purchase their new car.
Leveraging the reach of YouTube
We developed a multi-layered audience strategy that targeted the middle and bottom funnel.
YouTube, being one of the most popular platforms for research, reviews, and advice, is particularly effective for people choosing their next car. It's where consumers often start their journey, comparing models and gathering information before making a decision.With this in mind, we crafted a highly targeted approach by combining our data with Google's insights and relevant search terms. This allowed us to place Pulman's ads in front of users who were actively searching for specific car makes and models, even if they haven't interacted with Pulman before.
By positioning Pulman's brand early in the research phase, we not only increased brand awareness but also ensured that Pulman's offers were seen by potential buyers before they considered other competitors.
Content That Drives Results
A key focus of our content strategy is not just helping customers choose their next car, but also demonstrating why Pulman should be their retailer of choice for this journey. Since Pulman sells the same brands as many other dealerships, building trust and giving customers a clear reason to choose Pulman is our priority.
Well-researched, long-form content is central to this approach, giving us the space to cover topics end-to-end that customers genuinely care about, showcasing Pulman’s expertise and establishing credibility. By supporting this content with product imagery, useful infographics, statistics, and custom call-to-action banners, we create a visually engaging experience that keeps visitors on the page longer, reducing bounce rate by 6% and increasing session duration by 9%.
Overall sessions across the blog have risen by 57%, demonstrating that more people are discovering the website and engaging with the content, bringing them closer to making their next purchase with Pulman.
Results
200%
Improved Conversion Rate
155%
Increase In Leads
55%
Decrease In Cost Per Lead
Pulman testimonial
“In the motor trade, it is very reactive and so they react just as quick as what we need them to.” 👋
