About the event

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

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Strategy

We launched a Performance Max campaign with a strategy focused on both automation and creative differentiation.

Key Steps:

1. 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.
2. 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.
3. 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.
4. 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
   • Ran a Spanish-targeted PMax campaign
   This opened up a previously untapped segment of high-intent local buyers.

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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

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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.