Google Ads

Pulman

ClientPulman

Project Overview
We work with established car retailer Pulman on the management of their Google Ads campaigns to help drive sales, test drive bookings and showroom visits for their range of international new and used cars.

Based in the North East of England, the Pulman brand consists of multiple car dealerships spanning the region selling a range of international car brands including: Volkswagen, SEAT, SKODA and CUPRA. As an extension to these brands, they also have their own brand selling a range of used cars both online and at their various dealerships.

Our PPC team worked with Pulman to understand their business goals, brand values and current challenges to drive results with their Google Ads campaigns.

Google AdsResults

Increase In Conversions
289%
Decrease In Cost Per Acquisition
53%
Conversion Rates
Doubled

Marketing & AdFeatures

Search Ads

We utilise Search Ads to target users who are actively searching for new and used cars within a targeted radius of their showrooms. Since Pulman have multiple showrooms that are selling a certain brand of car, we create ads targeted towards the specific car brands, models and the areas where the showrooms are based. We also structured the ads to target the different levels of intent of the customer to ensure we're not losing the customer at any point as they go through the funnel.

Display Ads

We understand that purchasing a car is a premium product that comes with a longer consideration period. That’s why it’s important to understand the entire customer journey and build campaigns that will assist in different places in the funnel to turn consideration into action.

We launched a range of display ad campaigns for the various range of car brands and models that Pulman currently stock, targeting users that are already in the consideration process to push them further down the funnel. We test a range of captivating images, artwork and ad copy to see what is turning users from considering, into taking action.

Video Ads

When you have a product that customers are going to be investing in for multiple years to come, you need to create a multi-layered campaign structure that targets the user at each stage of the consideration process. We launched video ads to compliment the display ads to target users on YouTube who are currently in the funnel but have not yet taken any action.

We test different video creatives from the different car brands and models to see what users are looking to purchase and what is turning consideration into action.

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