Leading a dealership in search through its acquisition
Client: Pentagon Ford
Timeframe: Q1 2019
The business problem
An acquisition is a crucial time for a business of any size. It’s imperative that everything is communicated clearly to avoid confusion or losing customers. In website terms, this can be tricky, as you want to stay visible and still drive traffic and enquiries.
Our challenge was to communicate the Pentagon acquisition of a new dealership in a new location, whilst not impacting – and boosting – generating customer inquiries.
How we solved it
For an established brand like Pentagon, we wanted to boost its existing reputation and continue to instil trust with its customers; both new and old. We decided to tackle the acquisition using our PPC skills and services and built a solid search campaign plan.
The comprehensive search strategy was complemented with tactical banner and paid social advertising campaigns. This meant we captured all stages of the customer journey, from local intent, to understanding the specific make and model of the vehicle being searched, whilst even identifying completely new prospects. This level of insight is invaluable to a business during the acquisition process. For Pentagon in particular, we were able to share and reveal its customers’ areas of interest for them to target, as well as retaining familiarity with those all-important after sales customers.
Our ad copy – which highlighted the dealership’s heritage – boosted by character limit increases and price automated adverts enabled us to create the most compelling ads that majored on the acquisition to give customers up-to-date information and personalised offers bespoke to them.
“Car dealerships expand and evolve all the time, and acquisitions can present many challenges from a marketing perspective. We’ve handled this for many national and local dealerships over recent years; nailing it for Pentagon earlier this year when we managed the brand’s visibility during the acquisition, with our paid campaigns actually delivering a 37% stronger conversion rate than average!”