Lead Volume increase in test bookings
Increase of overall Quality Score
Decrease in Cost-per-Lead
Case Study Overview
Using Google’s Performance Max to Lower Luxury Lead Costs
Performance Max (PMax) is one of Google’s most automated and powerful campaign types. Its main advantage is full access to all of Google’s ad inventory—Search, YouTube, Display, Gmail, Maps, and Discover—all within a single campaign. In today’s complex customer journey, which often involves multiple devices and touchpoints, it’s nearly impossible to manually manage campaigns with the same level of efficiency. A single search term can carry multiple meanings, and only Google’s AI can properly interpret user intent based on behavior, history, and signals.
Challenge
A BMW dealership needed to promote its new vehicle inventory more effectively but faced: Low lead volume from existing campaigns High advertising costs typical for luxury brands Poor form completion rates on vehicle detail pages (VDPs) A lack of localization in their targeting strategy
Strategy
We launched a Performance Max campaign with a strategy focused on both automation and creative differentiation.
Key Steps:
Compelling Offer With Lifestyle Creative
We designed banners and video content around a unique offer, supported by lifestyle imagery to stand out from local competitors. The creative also included additional service benefits, making the offer more attractive.
Segmented PMax Campaigns
Instead of using one generic campaign, we created separate PMax campaigns for different offers and inventory groups. This allowed Google’s algorithm to optimize for more specific audience signals like interests, intent, and remarketing data.
A/B Testing for Landing Pages
We compared performance between the client’s standard Service (SRV) page and a dedicated landing page focused exclusively on:
– Booking test drives
– Submitting lead forms
The custom landing page significantly increased conversion rates because we simplified the user experience, unlike the complex forms on standard VDPs.
Multilingual Campaigns for Local Market
Through audience research, we discovered that over 30% of local customers spoke Spanish—a detail the dealer was unaware of. We Created a Spanish-language landing page and ran a Spanish-targeted PMax campaign. This opened up a previously untapped segment of high-intent local buyers.
Results
🗸 Lowered Cost Per Lead in a high-CPC luxury segment
🗸 Increased lead volume, especially for test drive bookings
🗸 Improved LTV (Lifetime Value) by helping customers feel more supported (via sales reps and localized content)
🗸 Unlocked new audience segments, specifically Spanish-speaking customers
Conclusion
Performance Max campaigns aren’t just a set-it-and-forget-it automation tool—they require smart creative, audience insights, and custom landing experiences to truly perform. By aligning automation with human strategy, we helped a BMW dealership move inventory faster, more affordably, and more effectively than ever before.
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