Auto-Active
Infiniti Dealer, Auto Service
May 2024 – April 2025 (11 months)
Kyiv
About the Client
The Challenge
Коли AIRSUS звернувся до Guild of Marketing на початку 2025 року, компанія вже мала досвід із платною рекламою — кілька старих Shopping та Search кампаній генерували трафік. Але ситуація потребувала кардинальних змін:
Key Objective
Guild of Marketing Services
- Google Ads: avto-aktiv.ua
- Google Ads: a2service.com.ua
- Analytics
GA4, GTM, Google My Business
Results of the Guild of Marketing team's work
Top Campaigns
| Campaign | Type | Clicks | Conversions | CPC |
|---|---|---|---|---|
| [GM] Leads-Performance Max | PMax | 41 707 | 2 696 | 2.5 UAH |
| [GM] Leads-PMax QX80 | PMax | 5 815 | 646 | 4.3 UAH |
| [GM] Infiniti Search General | Search | 13 702 | 50 | 4.0 UAH |
| [GM] Display Competitor Campaign | GDN | 4 249 | 46 | 4.9 UAH |
| Search KMS Auto Dealership | Search | 1 584 | 92 | 5.0 UAH |
A CPL of 23.5 UAH for the premium auto segment is exceptional performance. For comparison, the average CPL in the automotive niche in Ukraine ranges from 200 to 500 UAH.
GOM Strategy
Phase 1 : Audit and Optimization of avto-aktiv.ua (May–July 2024)
The first step was auditing existing Smart campaigns and building a new structure:
- Performance Max — the primary driver of leads with automatic conversion optimization. Separate campaigns by model: general, QX80, QX50 Sport.
- Search — campaigns for warm keywords, by model, and for competitors.
- GDN — display campaign targeting competitor audiences (Toyota, BMW, Mercedes).
- Discovery — reaching the target audience on YouTube and Gmail.
- Retargeting — bringing back visitors who did not convert.
Daily monitoring, search query cleaning, A/B testing of ads, and keyword optimization.
Phase 2 : Launch of Advertising for a2service.com.ua (November 2024)
Once the showroom was running stably, the second direction—the service center—was launched:
- Analytics Setup: Verification of GA4, GTM, and key events.
- Search Campaigns: Advertising for service services.
- Performance Max: Local advertising integrated with Google My Business.
- Designer Banners for PMax (3 variants + adaptation).
Phase 3 : Ongoing Support for Both Sites (December 2024 – April 2025)
Monthly work on both sites:
- Monitoring and optimization of all campaigns.
- Analysis of conversion-driving keywords.
- Cleaning of irrelevant queries.
- Reports with recommendations.
Key Decisions
1. Two Sites — Two Advertising Directions
Clear allocation: avto-aktiv.ua = car sales, a2service.com.ua = service. Different landing pages, different keywords, and different audiences. This allowed for more precise targeting and optimization for each direction.
2. Performance Max as the Primary Driver
PMax campaigns delivered the highest volume of conversions (3,500+ from three campaigns). Separate PMax campaigns by model (QX80, QX50 Sport) allowed for budget control and performance tracking for each segment.
33. Display Advertising Targeting Competitor Audiences
The GDN campaign, targeted at visitors of competitor websites (Toyota, BMW, Lexus), generated 45 conversions—an effective tool for the premium segment where customers compare brands.
4. Local Advertising for the Service Center
Google My Business integration for a2service.com.ua ensured visibility in local search and on Google Maps—critical for a service center where customers seek the nearest option.
Project Team
Web analytics experts with specializations in Google Analytics 4, Google Tag Manager, Meta Analytics, and corporate training.
- PPC Specialist
- Analyst
- Project Manager
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
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Why is the CPL so low for the premium auto segment?
A combination of factors: Performance Max effectively finds conversion-ready audiences through machine learning, separating campaigns by car model increases relevance, and daily monitoring and keyword cleaning prevent spending on irrelevant traffic.
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Why two separate sites instead of one?
The showroom and the service center are different business processes with different audiences. A buyer of a new Infiniti QX80 and a car owner needing an oil change have completely different queries and expectations. Separate sites allow for a precise user experience for each segment.
Our cases
ROMI
conversion cost
conversions per month
