Lead-gen CASE STUDY · 09 / 10
Truck DEALERSHIP
Used truck and trailer leads for commercial buyers, matched to live inventory.
The CLIENT
A used truck and trailer dealership selling to commercial buyers: owner-operators and small fleets, with units from $25k to $120k.
The CHALLENGE
Campaigns advertised the brand while buyers shop the unit. Generic ads pointed at the homepage, spend reached provinces the dealership would never deliver to, and Microsoft Ads, where commercial buyers actually spend their desktop hours, wasn't running at all.
What we DID
- Rebuilt campaigns around inventory categories, with ads and landing pages that match the exact class of unit a buyer searched for.
- Added Microsoft Ads for the desktop-heavy commercial audience, which delivered 22% of leads on 14% of the spend.
- Tracked calls and forms per unit category, so bidding learns which inventory actually generates buyers.
- Constrained geography to the realistic delivery radius and key freight corridors.
The hourly clock effect
Inventory turnover is the whole business. Hourly checks mean ads for sold units die the same day and fresh stock gets demand immediately — which showed up as a 27% drop in average days-to-sell.
The RESULTS
- Vehicle leads
- 890
- Cost per lead
- $437 → $258
- Days to sell
- −27%
- Microsoft Ads
- 22% of leads · 14% of spend
Want numbers like these on your account?