Case profile
Taboo Harley-Davidson came to Infront in mid-2016 facing many challenges with advertising. Their primary objective with Google Ads was phone calls and leads, and previous efforts had produced no results. When we started, they had zero phone calls from their previous campaigns. Our goal was to get the phones ringing daily and get bike inquiry forms submitted through the website.
The challenge
Overall issues when we took over the account:
- Ads were set up to run nationwide.
- Keywords targeted were primarily competitor names.
- The dealer CMS restricted landing page creation.
- No traceable results in the six months before hiring Infront.
- NAP issues from a recent dealership name change.
What we did
- Set up the fundamentals properly: expanded text ads, optimized ad extensions, location targeting, bid strategies and rules, shared audiences, correct match types and bulk changes by script.
- Tracked Quality Score at the account, ad group and campaign level with a script.
- Moved the dealership to a new CMS so landing pages and bike pages could be optimized for the ads.
- After the new site: optimized landing pages, correct geographic and keyword targeting, proper extensions and localized ads matched to local pages.
The results
From July 1, 2016 to November 30, 2017, Taboo Harley-Davidson received over 2,600 verified calls from Google Ads. A call extension on the sales number produced 32,709 clicks at an average $1.21 cost per click-to-call.
Taboo remains a client. Each month in the fully managed program we evaluate the work and push further: more traffic, more keyword rankings and, most recently, a bike-specific campaign with very high click-through rates. In the latest 30 days the dealership received 196 phone calls from the ads.
“It's nice to know that when we want to get more involved, they allow us to be a part of the changes and transformation.”