Case study · Portrait · GGP Auto
5,281 sales, and we know where they came from
Eighty dealerships, a budget entirely devoted to used cars, and one question: which campaigns sell? By matching campaigns with the CRM, GGP now talks about media cost per car sold.
Renault, Dacia, Ford, Hyundai, Land Rover, Jaguar, Alpine and used cars · 80 dealerships · client since 2023
The scene
Thousands of leads, one question
When thousands of leads come in every month, counting clicks says nothing anymore. The only question that matters: what does a car sold cost?
GGP Auto spends its whole budget on used cars, across eighty dealerships. To answer that question, the numbers first had to be right, then each lead had to be linked to what became of it.
First, the right numbers
One lead, two signals
The same lead can be counted twice, by the browser and by the server. At GGP, before the fix, the dashboard showed 146 Meta leads for 101 real ones.
A second tool on the website was sending the same signal: we found it, and every lead now counts once.
Each dealership site reports its forms, calls and chats.
Every lead is matched to its sale in the group's CRM: we finally know what sells.
Then, what sells
The stock as the ad, the sale at the end
Google and Vehicle Ads campaigns start from the used car stock; matching with the CRM tells which ones sell.
« Matching our campaigns with our sales changed our meetings: we talk about cost per car sold, not cost per click. »
What you can take home
Three steps, in this order
Before optimising anything, check that a lead only counts once.
For used cars, ads start from the cars available, and stop when they are sold.
Match leads with CRM sales, then move the budget to what sells.
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