How a vehicle resale organization improved Google Ads efficiency by 32% in just 2 months
A charity-operated vehicle resale program needed to lower their Google Ads cost per qualified lead (CPQL) to improve ROI and expand into new geographic markets. With a stretch goal to reduce CPQL by over 35%, the team partnered with Level Agency to refine their strategy, tighten funnel efficiency, and build a data-driven foundation for sustainable growth.
THE CHALLENGE
In the ultra-competitive vehicle resale space, the client needed to generate more qualified vehicle leads efficiently and at scale. To meet aggressive CPQL goals, they faced several key challenges:
- High and inconsistent cost per qualified lead (CPQL) in Google Ads.
- Difficulty converting leads into qualified leads, despite strong top-of-funnel performance.
THE STRATEGY
Several underlying factors contributed to the success of this initiative:
- Campaign consolidation: Isolated high-performing keywords and ads into a single campaign, allowing tighter budget control and clearer optimization signals.
- Funnel optimization: Identified the lead-to-qualified stage as the main leverage point. Collaborated with the client to enhance their quote process—introducing an instant quote function to boost engagement.
- Bid strategy realignment: Lower-performing keywords were moved into a separate campaign with adjusted TCPAs and conversion goals based on historical conversion rates.
- Stronger client communication: Built trust through proactive performance insights, simplified weekly reports, and clear rationales for optimization priorities.
THE WORK
Technical optimization played a pivotal role, but the real win stemmed from seamless collaboration:
- Media strategy: Lead strategists restructured the Google Ads account to focus the budget on high-performing campaigns and improve optimization clarity.
- Client services: Account management set expectations and timelines, allowing the media team the space to test and iterate.
- Performance consulting: Consultants analyzed the funnel to identify lead-to-qualified gaps and proposed impactful changes, including the instant quote feature.
- Reporting: Reporting was revamped to showcase results in a digestible, visual format—making it easier to align on progress and priorities.
THE RESULTS
- 32% reduction in Google Ads cost per qualified lead in just two months.
- Within 6% of the stretch CPQL target, hitting the milestone by March 2025.
- Approval to scale into new GEOs, driven by increased confidence in campaign structure.
- Positive feedback and sustained momentum, laying a strong foundation for future growth.
