Thorp Suzuki

Google Ads

Thorp Suzuki is a premier Suzuki dealership in Cape Town, offering top-quality Suzuki cars with exceptional service. With a knowledgeable team and a 10-year/1,000,000 km warranty on new vehicles, customers are assured of the quality and reliability of Suzuki Vehicles for all stages of life.

15,800%

increase in Conversions

90.6%

decrease in Cost Per Conversions

85.5%

increase in Clicks

Thorp Suzuki

Google Ads

Thorp Suzuki is a premier Suzuki dealership in Cape Town, offering top-quality Suzuki cars with exceptional service. With a knowledgeable team and a 10-year/1,000,000 km warranty on new vehicles, customers are assured of the quality and reliability of Suzuki Vehicles for all stages of life.

15,800%

increase in Conversions

90.6%

decrease in Cost Per Conversions

85.5%

increase in Clicks

Brief & Objectives

Thorp Suzuki approached Ruby Digital for PPC (Pay-per-Click) Services to increase leads on their Suzuki Cars, from new cars to pre-owned cars, and after-sales support.

Ruby Digital developed a comprehensive PPC strategy focused on specific goals and key success metrics. These include increasing the number of contact forms submitted, finance applications, test drive bookings, and WhatsApp engagements, as well as brochure downloads. The strategy also aimed to improve click-through rates and the conversion rate for high-intent actions. Additionally, it seeks to enhance website engagement metrics from paid traffic, such as bounce rate, average session duration, and percentage of new sessions, while driving more traffic to the website.

Challenges

Since Thorp Motor Group approached Ruby Digital, they have been facing two main challenges.

Firstly, the competitive nature of the automobile industry in the Cape Town region where Thorp is targeting means there are limited potential converters, with numerous dealerships vying for the same audience.

The second challenge stems from the way the target audience tends to search for high-priced items, such as cars. Most website visitors engage in informational actions, like site visits and brochure downloads, before converting into leads. This resulted in Thorp Suzuki receiving many conversions, most of which were brochure downloads, a non-convertible action.

By analysing the data from the current campaigns and understanding the client’s goals, Ruby Digital restructured the campaigns to focus on an 80%/20% conversion split. This adjustment has reduced the overall number of brochure downloads from various ad campaigns but increased the number of lead conversions, aligning with the client’s initial strategic goals.

Our Solution

Ruby Digital created and implemented relevant conversion actions that aligned with Thorp Suzuki’s business goals. This included the setup of Google Tag Manager and the optimisation of Google Analytics according to Google’s best practices.

We designed and created specific campaigns targeting the various focuses of Suzuki, including the diverse services offered, such as Suzuki Vehicle Sales, including New & Pre-owned and after-sale support and vehicle services.

We created relevant ad copy and assets that not only attracted potential customers to the ads but also effectively communicated the expertise and quality offered by Thorp Suzuki.

Using the data from June 2023 till April 2024, Ruby Digital restructured the various vehicle-focused campaigns to target an 80%/20% conversion focus, with each vehicle having two specific campaigns; one which has 20% of the vehicle budget aimed at generating brochure download conversions and the other, 80% of the vehicle budget aimed at generating lead conversions. This aimed to limit the ad spend on targeting new users who were researching the vehicle and, instead, target those that were looking to test-drive or enquire about the vehicle.
This adaptation to the comprehensive SEO strategy has helped to reduce the ad spend on brand awareness conversions, and has improved the number of lead conversions dramatically.

Results

Over the 12-month period that Ruby Digital has managed the Thorp Suzuki portfolio, the results seen from the implementation of our Google Ads strategy have been positive.

Many overall metrics have improved substantially. Starting with conversions, the total number of conversions increased by 15,800%, while the cost per conversion decreased by 90.6%.

Ad impressions increased by 184.92% and clicks increased by 85.5%. The average cost of click decreased by 43.2%.