Mercedes Benz of Pleasanton
Company Information:
Mercedes-Benz of Pleasanton has sold new and used automobiles in the Tri-Valley area of California for over 20 years. This family-owned business has used its impressive 15-person sales team to become the fastest-growing Mercedes-Benz dealership in Northern California.
Campaign:
Pay Per Click advertising
Case Study Time Frame:
August 2010 – October 2010
Background:
Before its partnership with IMA Interactive, MB of Pleasanton was paying a flat-fee for its leads, sometimes as much as $400 for the contact information of someone interested in buying a new car. This fee represented a substantial chunk of the net margin taken on a new car sale. Looking to improve its profits, the dealership approached IMA Interactive to lower its high customer acquisition costs.
Goals:
- Decrease cost per lead number/lower acquisition costs
- Generate qualified leads for new car sales
- Improve tracking of sales leads vs. services leads generated from PPC
PPC Results:
- Decreased Cost Per Lead from $400 to $53
- Generated over 100 highly qualified new car sales leads
- Clearly identified and segregated sales calls from service calls through call tracking analysis
To read a detailed account of IMA’s campaign strategy click here
