PPC case study 01 · Alex (Auto Trader)
Buyer-intent search. Direct enquiries.
Google Ads Search for an automotive trader, built to capture high-intent vehicle enquiries through calls and lead forms while controlling acquisition costs.
At a glance
Phone-enquiry report, 18 Aug–16 Sep 2026 (the lead-form report below covers a different period)
542
Clicks
34
Conversions
34
Phone call leads
€15.72
Cost per conversion
Overview
Objective, approach and funnel emphasis
Client objective
Generate high-intent vehicle enquiries and direct calls while controlling acquisition costs.
The challenge
Compete in automotive search while filtering low-quality traffic and maintaining enquiry volume.
Funnel emphasis
BOFU: capture purchase intent through buyer-focused searches, call actions and lead forms.
Campaign execution
Buyer-focused targeting
Vehicle, dealership, model and purchase-intent terms.
Search relevance
Refine search terms, keywords and ad messaging.
Spend discipline
Tune bids and budgets; exclude irrelevant searches.
Results
What the Google Ads reports show
Phone-enquiry report
18 Aug–16 Sep 2026
542 clicks | 34 conversions | 34 phone call leads | €15.72 cost per conversion
Source: Supplied Google Ads report | 18 Aug–16 Sep 2026
Lead-form report
29 Sep 2025–31 Mar 2026
4.55K clicks, rounded | 1.16K conversions, rounded | 1.04K lead forms, rounded | €3.06 cost per conversion
Source: Supplied Google Ads report | 29 Sep 2025–31 Mar 2026
Note: The two reports cover different periods and are shown separately; their conversion totals are not combined.
Note: Based on the team-supplied brief and Google Ads screenshots.
Note: Stage tactics are recommendations, not evidence that every supplied campaign used the full funnel.
Supporting evidence
Original Google Ads screenshots
Screenshots are reproduced from the Google Ads reports supplied for this case study, with their original dates and currencies. Account identifiers are blurred. Tap any screenshot to view it full size.
Alex / Phone-enquiry report
542 clicks | €15.72 cost/conv. | 34 conversions | 34 phone call leads. Source: Supplied Google Ads report | 18 Aug–16 Sep 2026. Account details blurred.
Alex / Lead-form report
4.55K clicks | €3.06 cost/conv. | 1.16K conversions | 1.04K lead forms. Source: Supplied Google Ads report | 29 Sep 2025–31 Mar 2026. Account details blurred.
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