Lead-gen CASE STUDY · 03 / 10
Marine DEALERSHIP
High-ticket boat and outboard leads for a coastal dealership, qualified instead of merely counted.
The CLIENT
A full-service boat and outboard dealership on the coast: new and used units from $15k to $180k, plus a busy service department.
The CHALLENGE
The account was optimizing for raw form fills. Phone calls, where most real buyers actually show up, weren't tracked at all, and budget was spread evenly across the whole catalogue, including lines that were sold out for the season.
What we DID
- Instrumented call tracking and a lead-qualification step, so the account optimizes toward buyers, not tire-kickers.
- Aligned campaigns to live inventory: budget flows to in-stock, high-margin lines and stops the day a line sells out.
- Tightened geography to the dealership's real trading area and negated the out-of-area queries that had been eating budget.
- Fed sales-floor outcomes back into bidding, so Google learns from showroom reality rather than click volume.
The hourly clock effect
Inventory changes weekly and marine demand is brutally seasonal. Checking pacing and search terms on the hourly clock let budget follow stock and weather in near real time — which is most of the 44% cost-per-lead improvement.
The RESULTS
- Qualified leads
- 640
- Cost per qualified lead
- $309 → $172
- Showroom appointments
- 3.1x
- Sales pipeline
- $6.2M
- Service bookings
- side-channel win
Want numbers like these on your account?