Case study

Car Manufacturer: Multi-Platform Strategy and Local Steering in Europe

€3.5M/year European programme for a legendary US car maker: PMax, Discovery, dealer-level campaigns, Store Visit conversions, AI bidding.

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  • +20 years of experience
  • +85 M€ media budgets managed
  • 5,0/5 on Google
Car Manufacturer: Multi-Platform Strategy and Local Steering in Europe

Multi-platform conquest strategy: synergy between video, performance and the local network.

Managed budget€3.5M / year
SectorCar manufacturer · Europe
LeversSearch · Performance Max · Discovery · Video
Key resultMore test-drive requests, stable CPL

1. Context and Stakes

The engagement covered a legendary American car manufacturer, present across the European market. The stakes were high: supporting the launch of new models (notably electric and light commercial vehicles) while guaranteeing a steady flow of qualified leads (test-drive requests, brochures, configurations) for a network of thousands of local dealerships. With an annual investment of €3.5 million, the strategy had to be both global for awareness and surgical for local conversion.

2. The Strategic Challenge

Steering such a budget for a US manufacturer in Europe brings complex structural challenges:

  • The technology transition: How do you position a heritage brand in the electric segment against very aggressive new entrants?
  • Lead atomisation: Ensuring every prospect captured is sent in real time to the nearest point of sale, while measuring advertising effectiveness all the way to the dealership visit.
  • Format dispersion: Search alone was no longer enough. A consistent presence had to be orchestrated across YouTube, Display and social networks to feed the whole conversion funnel (full-funnel).

3. Strategic Solutions Delivered

The approach led by our expert deployed a latest-generation data-driven advertising ecosystem:

A. Multi-platform SEA strategy (Search, PMax & Discovery)

We broke the dependence on classic Search by deploying an innovative mix:

  • Performance Max (PMax): Using AI to serve across all Google inventories (Search, YouTube, Gmail, Maps) with proprietary audience signals.
  • Discovery Ads: Visual targeting in news feeds to capture users’ attention upstream of their search, creating new demand for model launches.

B. Industrialising local (dealership) steering

Setting up localised campaigns at scale.

  • Dynamic geo-targeting: Building a precise geographic grid around each European point of sale, adapting ads with the local dealership’s contact details and specific offers.
  • Online-to-offline tracking: Activating Store Visit Conversions to precisely quantify the impact of the digital budget on physical showroom traffic.

C. AI and real-time predictive bidding

To optimise the €3.5M, we used Google’s most advanced bidding algorithms.

  • Value optimisation: The AI was configured to prioritise keywords and audiences generating test-drive requests (high-value leads) rather than simple informational visits.
  • Instant adjustments: Bids were modulated around the clock according to available vehicle stock and competitive pressure in each European market.

D. Video content & visual storytelling

Developing engaging video content designed specifically for YouTube and mobile formats. The goal was to « stop the scroll » and create emotion around the brand, preparing users to click on the performance ads that followed in their digital journey.

4. Results

Senior management of this European set-up reached a major performance milestone:

  • Massive increase in qualified leads: A significant increase in genuine test-drive requests, with cost per lead (CPL) stabilised despite growing competition.
  • Dominance of key segments: The manufacturer locked down its visibility on search terms linked to SUVs and electric vehicles, gaining market share against European manufacturers.
  • Full decision-grade visibility: A unified reporting system giving a clear view of ROI by country, model and point of sale, enabling agile, profitable budget decisions.

Methodological note: This case illustrates our ability to manage massive, multi-market budgets. We turn a complex organisation into a coordinated force, where every ad format plays a precise role in revenue growth.

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