Autoland: generating leads for local dealership business

TL;DR snapshot

Autoland, a Florida-based used car dealership, had an existing Google Ads setup that generated clicks, but not enough sales. The campaigns lacked structure, the tracking system was unreliable, and the ad spend wasn’t producing a measurable return on investment.

We rebuilt the tracking system, restructured the account, refined the keyword strategy and launched Call Ads to boost the dealership’s primary sales channel.

The result? Sales volume doubled, and the cost per acquisition dropped significantly - all within the same monthly budget

Challenge

Restructure Google Ads campaigns to eliminate inefficiencies and improve budget allocation
Rebuild the tracking infrastructure to ensure accurate measurement of all leads and calls
Launch Call Ads to capture more inbound calls, as this is the dealership’s highest-converting channel.
Goal
Maximize sales volume without increasing ad spend.

What we did and why

Phase 1

Tracking Rebuild

Audited the existing setup and found missing and duplicate events, poor conversion split, and lack of structure
Implemented a clean conversion tracking system in GTM and GA4 to ensure that every significant action and call was measured correctly

Why

To establish a reliable tracking setup as the foundation for campaign optimization and budget allocation

Screenshot of Google Tag Manager with the Tags tab open, showing a list of tags, their types, and trigger conditions.

Phase 2

Search Campaign Restructure

Split campaigns by intent and audience type (brand, generic, competitor, and service-related)
Refined ad copy and adjusted match types, and implemented an extensive negative keyword list

Why

To improve CTR, minimize wasted clicks, and ensure full control of spend distribution

Screenshot of the Google Ads interface on the Keywords tab, which displays keywords, match types, and related campaigns.

Phase 3

Keyword Strategy Refresh

Created a new keyword list focused on high-intent, purchase-ready queries
Added long-tail terms to capture lower-cost, high intent traffic

Why

To increase lead quality and lower CPCs by focusing on bottom-funnel searches

Phase 4

Call Ads Launch

Created dedicated Call Ads campaigns targeting mobile users during business hours
Optimized ad scheduling and engagements for maximum engagement

Why

To boost inbound calls, which is the most valuable lead source with higher close rates than online forms

Key Results

Within 3 months

Conversion Volume

2x

Average CPA

-41%

2.3x

Tools Used

Google Ads

GTM

GA4

Keyword Planner

Google Sheets

DriveCentric CRM

What’s next

Shopping Campaigns Launch

Build product-based campaigns to display Autoland’s inventory directly in Google Shopping.

Why

To attract users who are actively comparing car models and prices with visual ads and richer product data.

Offline Conversions Import

Integrate CRM and sales data to track which leads result in purchases.

Why

To optimize for actual sales value, not just leads, and enable value-based bidding for true ROI growth.

Autoland: generating leads for local dealership business