Pulman

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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.

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Project Goals

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Drive Quality Leads

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Outrank Competitors

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Redefine The Funnel

Results

200%

Improved Conversion Rate

155%

Increase In Leads

55%

Decrease In Cost Per Lead

Project Strategy

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.

Team Insight

Here’s what our team had to say about their experience and what part of the project they found most rewarding.

“I’ve worked with Pulman since 2022 and have experienced taking an established brand and elevating them further to be the first place people think of when they are looking for a new or used car. Working with the Pulman Marketing and Content team to introduce Video ads and grow their YouTube channel has been a highlight.” 👋

Anna Stewart

Digital Marketing Strategist

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.

Our work 🎨