How a Dealership Doubled Test Drives Using Google Ads

A local automotive dealership partnered with BRIW to increase qualified traffic and generate more test drives from online searches. While the dealership was receiving website visits, those visits were not consistently converting into showroom activity.

Within the first 30 days of launching a targeted Google Ads campaign, the dealership significantly increased qualified traffic and doubled the number of scheduled test drives coming from search.

The Challenge

The dealership had strong inventory and competitive pricing, but they were not consistently appearing in Google search results when shoppers were actively looking for vehicles in their area.

Potential buyers searching for specific models, local dealerships, or available inventory were often clicking on competing dealers first.

The goal was to place the dealership directly in front of high intent buyers searching for vehicles nearby and guide them toward scheduling a test drive.

Our Strategy

The campaign focused on capturing high intent automotive searches and directing that traffic toward scheduling appointments and visiting the dealership.

Key campaign elements included

High intent keyword targeting focused on buyers searching for specific vehicles and dealerships
Location targeting restricted to shoppers within the dealership’s market area
Campaign segmentation by vehicle model and inventory type
Ad copy focused on availability, pricing, and test drive scheduling
Conversion tracking for calls, form submissions, and appointment requests

This structure allowed the campaign to focus on shoppers already researching vehicles and ready to visit a dealership.

Results After 30 Days

Test drive appointments doubled
Significant increase in qualified search traffic
More calls and form submissions from local vehicle shoppers

The campaign captured high intent searches from buyers actively researching vehicles, leading to more qualified prospects entering the dealership.

Why the Campaign Worked

Automotive buyers often begin their purchase journey with a Google search. By placing the dealership directly in front of those searches, the campaign captured demand already present in the market.

Key performance drivers included

Targeting buyers searching for specific vehicles
Precise geographic targeting around the dealership
Model specific campaign structure
Ads focused on scheduling test drives
Continuous optimization based on search data

Impact

For dealerships, increasing test drives is one of the most direct ways to increase vehicle sales. By targeting shoppers actively researching vehicles, the campaign generated more qualified showroom visits and improved the dealership’s ability to convert interest into sales.