Automotive dealerships

I've partnered with several multi-location automotive dealer groups. Campaigns were tailored to each dealership's market, brand positioning, inventory and business objectives, reaching shoppers throughout the vehicle research and purchase journey.

Each dealership needed a strategy built around its own budget, inventory, market and goals. I developed media plans to decide how budget should be split across new, used and certified pre-owned inventory, prioritizing specific makes, models and vehicle segments based on each dealer's goals.

I used full-funnel strategies across every campaign type, including Search, Display, Video and Performance Max, to reach buyers at every stage of the purchase journey. Campaigns, keyword lists and audience lists were continuously refined based on performance and market conditions, and monthly promotions were created and marketed to drive showroom traffic.

Reporting was built around each dealership's priorities rather than a one-size-fits-all set of metrics. Each month, I analyzed performance across the inventory categories and vehicle segments that mattered most to that dealer, spotting shifts in demand, lead volume and campaign efficiency.

While reporting varied by account, month-over-month growth in new and used vehicle leads stayed a key indicator of overall performance, showing what was working, where to adjust, and how optimizations supported each dealer's sales goals.

Dealer groups were especially pleased with the progress across their locations. That success strengthened our relationships, and as a result they brought additional locations into the partnership.

As trust in the work grew, we expanded across more of their stores, applying what we'd learned while continuing to tailor the approach to each location.