Full-service promotion for a US car import company
Importing cars from the USA: from requests to quality deals
Key project metrics
Who the client is
The company imports cars from the USA on a turnkey basis: from selecting the car to registering it. At the start it had steady demand and active advertising, but suffered from low request quality and a lack of system in its marketing.
What the client needed
Move the advertising from “lots of requests” mode to “quality deals” mode. Lower CPL to a controlled level, raise the share of qualified leads, improve the conversion from request to dialogue and sale, and create a basis for scaling.
What we did
Audience segmentation
Based on an analysis of the requests we identified 4 key segments: family clients, electric cars, undecided clients and hot clients. For each segment we created separate offers, creatives and communication scenarios.
Reworking the creatives
We shifted the approach from “cheap from the USA” to transparency of the process. We emphasized explaining the real risks, describing how those risks are closed, and showcasing cases. We used video, carousels and static creatives for different decision stages.
Performance optimization
We switched off the campaigns with low lead quality and scaled the ones with the best leads. We optimized the advertising not for the minimum CPL but for the target CPL while preserving quality.
Analytics and feedback
We introduced a weekly review of requests together with the managers, logging the reasons for poor-quality leads, adjusting the creatives based on real dialogues and reallocating budget according to confirmed data.
Results achieved
What it gave the client
The advertising became predictable and manageable instead of a “black box.” The managers work with a warmer audience, spend less time on poor-quality contacts, and the flow of requests became stable and ready to scale without rising costs.
Get a free analysis of your business
We’ll show what results are possible in your niche and what the first steps should be.