How a Leading Tyre Manufacturing Company Achieved a 2023% ROI with an Innovative Proximity-based SEM Strategy
Situation
A leading tyre manufacturing company in India had launched an ambitious initiative to help drive more O2O (online to offline) leads for its select group of dealers. As part of this initiative, they had put in a lot of effort in bringing 70% of their dealers online with published GMB (Google My Business) listings.
Task
The goal now was to increase the overall online visibility and drive more leads for the select list of dealers. However, with tyres being a low margin business the company had an aggressive CPL (cost per lead) target within which we had to operate.
Approach
We decided to solve this challenge with an innovative proximity-based SEM campaign that focused on delivering 2 core objectives:
- Improve conversion rates for dealers who were doing well on search visibility but weren’t converting as well as they should be.
- Increase the search visibility for non-performing dealers and drive leads by bringing them to average network visibility.
The Results
The campaign proved to be a massive success as the Tyre Manufacturer recorded
-
2023%
Return on Ad Spend
-
33%
Increase in Monthly Leads Volume
-
20X
Drop in Cost Per Lead
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