Project Details
Industry
Automotive
Services
- Targeting
- Optimization
- Geotargeting
Challenge
Parker Cadillac, located in Little Rock, Arkansas, faced an uncommon challenge. With limited local competition, the dealership never struggled with foot traffic or lead volume. However, this broad reach made them a magnet for low-quality leads, overwhelming the sales team and making it difficult to prioritize high-intent buyers.
Without a strategy to differentiate between lead quality, valuable time was spent on unqualified prospects, reducing overall sales efficiency and profitability. Parker needed a more refined approach to customer acquisition, one that would drive fewer but more qualified showroom visits.
Action
Like many dealerships, Parker Cadillac was lead-focused before partnering with Proficy Digital. Proficy shifted the dealership’s strategy away from high-volume lead generation and toward high-intent customer acquisition to improve conversion rates and sales efficiency.
1. Refining Audience Targeting
• Implemented demographic and behavioral filters to exclude low-intent consumers.
• Focused on upper-funnel brand awareness campaigns that nurtured qualified buyers rather than attracting generic traffic.
2. Strategic Keyword Optimization
• Replaced broad, high-traffic keywords with more specific, conversion-focused search terms to reach in-market shoppers.
• Reduced irrelevant search visibility, ensuring ad spend was only used on qualified leads.
3. Expanded Geotargeting to Capture High-Intent Shoppers
• Instead of limiting efforts to Little Rock, Proficy widened the targeting radius to the entire state of Arkansas and the Memphis DMA.
• This allowed Parker to tap into underserved regions with higher-quality buyers who were more likely to travel for a Cadillac purchase.
Through this approach, Parker Cadillac expanded its digital footprint, attracted new customer segments, and significantly increased showroom traffic quality.
Results
Proficy Digital’s high-intent target strategy delivered measurable business growth for Parker Cadillac in 2024:
- 17.6% year-over-year increase in sales volume, despite a decrease in overall showroom traffic.
- 184,300 unique website visitors, proving strong online engagement.
- 50% impression share, ensuring Parker’s brand remained dominant in online search visibility.
- Cost-per-click (CPC) of just $1.93, generating 158,000 ad impressions while maintaining cost efficiency.
By shifting focus from lead quantity to lead quality, Parker Cadillac achieved higher profitability, increased efficiency, and a stronger competitive edge in its market.
