Dealership Facebook Ads Case Study
Strategy Spotlight: Zeigler Honda of Racine’s Summer Sell Down & Full-Funnel Facebook Ads
Solution: Facebook & Instagram Ads
6 Month Results
Unit Sales Matched
Cost Per Unit Sold
%
of Sales Matched To Ads
Social Ad Strategy In Action:
🔥 Summer Sell Down Campaign
The Challenge
Zeigler Honda of Racine had a surplus of inventory, with hundreds of vehicles on their lot heading into the summer. They needed a quick, versatile solution that they could easily turn on and drive traffic to their dealership right away.
The Solution
Dealers United helped the Zeigler Honda team to create a “Summer Sell Down” special event. We placed scroll-stopping Custom Ads promoting the new event in front of local in-market Honda shoppers, with summer-savvy creative and blazing hot specials!
Audience Strategy:
- Expiring lease
- In-market Honda dealers
- Within 25 mile radius
Ad Placements & Formats:
- Facebook and Instagram
- Desktop, Mobile, and Stories placement
Results:
- 1,120 leads
- $0.25 cost per lead
- 8 unit sales matched
- $35.34 cost per unit sold
Dealer Testimonial
Sam D’Arc, COO | Zeigler Auto Group
“Social media is the new gathering place of humanity: it’s where our customers are. And Dealers United has done an incredible job delivering social ads for us. Plus, they’ve empowered our teams with education on how to best leverage social media to engage with our communities. With their help, we’ve had success, and we greatly appreciate the partnership.”
A Full-Funnel Ad Strategy
(Q1 – Q2 2023 Results)
Awareness
“Why Buy” at Zeigler Honda of Racine?
This is Zeigler’s favorite part of the social ad funnel: the “Why Buy Here” stage! In this phase of their social ad strategy, Zeigler Honda of Racine gets their team involved to show shoppers what their team and dealership is all about, with unique ads that set them apart from their competition, like:
- “Meet Our Team (Service With A Smile!)”
- “What Our Customers Say About Us…”
- “Why We Are The #1 Honda Dealer in Wisconsin”
548,973
In-Market Shoppers Reached
4,216,216
Impressions
$4.85 CPM
CPM (Cost Per Thousand Impressions)
Consideration
Why the Honda Pilot beats the competitor
Zeigler reached shoppers who were in the “Consideration” stage with social ads around available inventory, optimized OEM content, and other content to help shoppers decide which vehicle they want to buy, and who they want to buy it from. For example, in one ad, Zeigler Honda of Racine reached SUV shoppers with an ad that compared the Honda Pilot with its competitor, the Ford Explorer, based on its fuel efficiency.
124,381
Clicks
$0.16
Cost Per Click (CPC)
57,165
Landing Page Views
Conversion
Revving up car sales with dynamic inventory ads
In the “Conversion” stage, Zeigler Honda of Racine retargeted shoppers who had visited one of their VDPs within the last 1-7 days. The dealership used dynamic automotive inventory ads (AIA) that showed the shopper the exact vehicles they viewed, plus other similar models. By pairing these ads with strong calls-to-action like Shop Now, Click to Call, and Message Us, Zeigler gave shoppers all the tools they needed to take the next step and convert.
6,598
Leads
$3.10
Cost Per Lead (CPL)
23%
Lead-to-Sale Conversion Rate
6 Month Results
Unit Sales Matched
Cost Per Unit Sold
%
of Sales Matched To Ads
We Help Dealers USE SOCIAL ADS TO Sell More Cars.
As Seen In:
