Dealership OMNICHANNEL Ads Case Study
Strategy Spotlight: Power Ford’s 365-Day Results | Quick Lane, Social Ads, and Cohesive Campaigns
2023 Annual Results
Unit Sales Matched
Cost Per Unit Sold
Leads
Cost Per Lead
Social Ad Strategy In Action:
Maximizing Service with Quick Lane Campaign
The Challenge
When Ford co-op prioritized a new Quick Lane service initiative to boost customer satisfaction, Power Ford was tasked with getting ahead of the curve on local adoption. Power Ford needed to rapidly promote and integrate Quick Lane’s services and specials to set the standard in their region.
The Solution
Leaning into this priority shift, Dealers United supported Power Ford’s goals by using their expanded budget to run Traffic Campaigns and Web Lead Optimization Campaigns that targeted their audience of Ford car owners across Facebook, Pinterest, and Snapchat to dominate the entire Albuquerque area with the best Quick Lane offers.
Audience Strategy:
- Tire Shoppers
- Frequent Auto Repair Customers
- Professional Automotive Repair
- Auto Service and Repair
- Frequent Spenders
- Quick Lane Sales 2023 customer lists
- In-market Ford car owners
Ad Placements & Formats:
- Meta Instant Experience Collection Ads
- Pinterest Awareness Ads
- Snapchat Dynamic Inventory Ads
Results:
- Web Lead Campaign: 369 Leads, $16.78 Cost Per Lead
- Traffic Campaign: 443 Leads, $50.27 Cost Per Lead, 11,044 Landing Page Views
Dealer Testimonial
Matt Sneed, Director of Ops | Power Ford
“When other dealerships ask us what we’re doing to generate the success that we do on social media, our answer is simple: Dealers United. In today’s digital landscape, succeeding goes far beyond just sponsoring a few posts on social media, or hoping that you reach the right user at the right time…You need a trusted, proven, strategic partner like Dealers United to help you dominate your local market.”
A Full-Funnel Ad Strategy
(Q1 – Q4 2023 Results)
Awareness
Pushing Power Ford to the Top of Mind with Awareness Ads
The Awareness stage was crucial for introducing and reinforcing the Power Ford brand across all social ad channels. By laser-focusing on what their dealership offers in each ad, Dealers United familiarized key in-market audiences with what makes Power Ford the go-to Ford dealer. Their ad campaign focused on messaging around their customer-first approach and convenient service options with creative headlines like “Proudly Supporting Our Community” and “Here For You.”
1,893,478
In-Market Shoppers Reached
24,264,423
Impressions
$8.85 CPM
CPM (Cost Per Thousand Impressions)
Consideration
Accelerating Decisions with Interactive Inventory Content
Once the Power Ford brand had top-of-mind presence, their focus shifted to encourage the consideration of new models through activating Instant Experience Collection ads on Meta. We leveraged Ford’s OEM footage and combined Power Ford branding with dynamic model showrooms. Shoppers could digitally explore attention-grabbing model footage and matched inventory suited to their needs in one scrollable ad. To pursue shoppers no matter where they were spending time, Power Ford also advertised their inventory and offers across Pinterest and Snapchat.
340,896
Clicks
$0.63
Cost Per Click (CPC)
170,479
Landing Page Views (*Meta & Pinterest only)
Conversion
Incentivizing Purchase with Hyper-Personalized Retargeting Ads
To give shoppers the motivation they need to confidently convert with Power Ford, Dealers United helped activate personalized ads that reached already engaged audiences. Power Ford retargeted prospects with model lines they have shown interest in alongside dynamic inventory ads showcasing VDP vehicles browsed, plus matching models. Additional ads deployed promoted Quick Lane specials and on-site coupons to add extra value. This combination of ads provided the last push for high-potential prospects to finalize their purchase with Power Ford.
6,787
Leads
$31.64
Cost Per Lead (CPL)
46%
Sales Matched to Ads (*Meta only)
2023 Annual Results
Unit Sales Matched
Cost Per Unit Sold
Leads
Cost Per Lead
We Help Dealers USE SOCIAL ADS TO Sell More Cars.
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