Client Overview:

Their client is USA’s largest independent automotive recycler with one of the largest inventories of used auto parts in the eastern United States. With a significant monthly ad spend of ~$13,000 USD, they needed a tailored approach that leveraged the latest technologies and strategies while also being flexible enough to adapt to their unique challenges. Despite being a small agency, our personalised service and expertise allowed us to deliver exceptional results, effectively managing a complex campaign structure across both Google Ads and Meta Ads platforms.

The client’s primary goals were to increase brand awareness, drive high-quality traffic, and ultimately generate more leads and sales through their website and call centre. However, several key challenges, including issues with their e-commerce store and reliance on non-digital conversions, required us to implement a fluid, highly optimised campaign approach that addressed these limitations while maximising overall value.

Campaign Overview

Google Ads Strategy

We deployed a range of Google Ads campaigns to achieve the client’s objectives:

1. Performance Max Campaign: Leveraged Google’s machine learning to optimise ad placements and delivery, allowing us to target the right audiences across multiple channels.
2. Maximise Conversions Search Campaign: Focused on driving value through targeted keywords, designed to increase conversion rates while managing budget allocation efficiently.
3. Maximise Clicks Search Campaign: Created to build brand awareness and drive engagement at the top of the funnel.
4. Display Campaign: Utilised Google Display Network to build awareness through highly relevant placements and a diverse range of audience segments.
5. YouTube Campaign: Implemented video ads to boost brand awareness and drive traffic, further expanding reach to a new set of potential customers.
   
   

Google Ads Strategies and Optimisation Methods:

• Ad Testing and Experiments: We ran Google Ads experiments to test various bid strategies, finding the perfect balance between costs and conversions. These tests included adjusting target ROAS figures and testing different display campaign targeting options, such as audience and placement targeting.
• Search Campaign Optimisation: By refining dynamic ad targets, we shifted focus from broader research-based traffic to more product-oriented searches, resulting in higher-quality traffic.
• Adaptation of Video Strategy: As we observed results, we shifted the video strategy towards a stronger awareness objective, allowing us to increase exposure and brand recognition.
• Negative Keywords and Keyword Testing: We carefully reviewed search terms and implemented negative keywords to filter out irrelevant traffic. Concurrently, we tested new keywords to capture the most qualified leads.
• Budget Allocation for Branded vs. New Acquisition: To streamline spending, we created a separate campaign for branded search terms, allowing more effective budget allocation towards new customer acquisition efforts.

Results:

• 27.94% Conversion Rate: The Performance Max Campaign delivered exceptional results, achieving a 27.94% conversion rate within the first six months.
• 30.54% Conversion Rate: The Maximise Conversion Value campaign yielded an even higher conversion rate, boosting the return on ad spend (ROAS) significantly.
• 187.13% Increase in Video Views: By refining the video strategy to focus on awareness, we saw a tremendous boost in video views.
• Overall Account Performance: Across the entire Google Ads strategy, we maintained a 5.29% conversion rate, achieving an impressive ROAS of 15.86 for the first six months.
  

Meta Ads Strategy

Our Meta (Facebook and Instagram) Ads strategy was designed to complement the Google Ads campaigns while addressing unique challenges posed by the client’s e-commerce functionality. Over the first 6 months of management we tested and adjusted our campaign mix to leverage the results we were seeing, in turn, we saw an evolution of active campaigns over the course of the first 6 months across the Facebook and Instagram platforms. We eventually ran with a diverse set of Meta Ads campaigns targeting every stage of the sales funnel, from awareness to conversions. 

1. Calls Campaign: Focused on generating call volume to leverage the client’s high-performing call centre.
2. Landing Page Views Campaign: Designed to drive traffic to the website, assisting with brand awareness and lead generation.
3. Facebook Messaging Conversations Campaign: A lead generation campaign targeting the middle and bottom of the funnel by driving Facebook Messenger conversations with potential customers.
4. Remarketing Campaign: Dynamic product ads and specific bottom-of-the-funnel creative were deployed to drive purchases from engaged web visitors.
5. Video Views Campaign: Focused on building awareness and engagement at the top of the funnel.
   
   

Meta Ads Strategies and Optimisation Methods:

• Creative Refresh: We regularly updated creative assets and copy to prevent ad fatigue and continually optimise results.
• Objective Adjustments: Initially, the Meta Ads campaigns focused on e-commerce purchases. However, as the client’s e-commerce functionality declined, we pivoted to other valuable conversion metrics such as web enquiries, phone calls, and messaging conversations.
• Messaging Conversations Campaign Success: The standout success was our Messaging Conversations campaign, which facilitated direct communication between the client and potential customers. This proved to be an efficient lead-generation tool.
• Remarketing and Dynamic Ads: Despite the e-commerce limitations, we implemented a successful remarketing strategy using dynamic product ads, capturing engaged visitors and nudging them towards conversion.
• Machine Learning and Advantage+ Targeting: We maximised Meta’s machine learning capabilities, including Advantage+ audience targeting, to ensure the best results for the client.
• A/B Testing: Continuously tested different creative variations to identify top-performing assets and strategies.
  
  

Results:

• 301.31% Increase in Phone Calls: We saw an exceptional 301.31% increase in phone calls placed during the second quarter of management, compared to the first quarter.
• 31.87% Increase in Messaging Conversations: The Messaging Conversations campaign yielded impressive results, with a 31.87% increase in messaging conversations in the second quarter.
• 35.55% Increase in ThruPlays: We achieved a 35.55% increase in ThruPlays (video views to completion), boosting top-of-funnel engagement and brand awareness.

Challenges and Solutions

One of the primary challenges we faced was the client's e-commerce limitations, which were to some degree expected with such a large volume and high turnover inventory of over 200,000 products. This limited the performance of Google Shopping and Meta Purchase campaigns. However, by quickly pivoting our strategy and focusing on other conversion points like phone calls and messaging enquiries, we were able to maintain campaign performance and leverage the strengths of the business to achieve a strong result.

Additionally, accurate conversion tracking was critical to the success of these campaigns. Since a large portion of conversions were happening through the client’s call centre, we tracked phone call conversion data meticulously, ensuring our reporting was accurate and aligned with the client’s business outcomes.

Management and Communication Style

As a Canberra-based digital marketing agency, we pride ourselves on offering highly personalised service, ensuring clear and consistent communication with our clients. For Auto Partnered Solutions, we provided weekly updates on campaign performance and detailed insights into the adjustments and optimisations we were making. Monthly reviews gave us an opportunity to identify broader trends, assess opportunities for further growth, and collaborate on future campaign strategies.

Our approach was highly collaborative, involving both the client’s US-based team and Auto Partnered Solutions in decision-making processes. This ensured all stakeholders were aligned and could contribute to the success of the campaign. Flexibility was key, and our ability to pivot strategies, adjust ad budgets, and adapt campaign structures to the client’s evolving business needs demonstrated our commitment to delivering tangible, lasting results.

Ongoing Management Beyond The First Six Months

Beyond the first six months of managing the client’s digital campaigns, our approach remains dynamic and data-driven. We never view Google Ads or Meta Ads management as a finite process. In our weekly account checks, we consistently review recent results, such as the last seven days of data, and compare them with longer-term trends to assess performance and identify optimisation opportunities. As campaigns run longer, the wealth of data we collect allows us to refine strategies with greater precision. 

With the client’s Meta Ads campaigns, the strategy evolved significantly during the initial six months, and our plan moving forward is to establish more consistency. This includes gathering additional data on Messenger conversion rates to evaluate the return on investment (ROI) and determine the most effective paths for scaling the campaigns. By continuously adapting to trends and performance insights, we ensure that the client’s campaigns remain optimised for sustainable growth.

Conclusion

Despite being a small, family-owned Canberra-based agency, we successfully partnered with Auto Partnered Solutions and the USA’s largest independent automotive recycler, an e-commerce and bricks and mortar retailer, to execute a high-budget, large-scale digital marketing campaign across Google and Meta platforms. Our expertise, coupled with our personalised, communicative approach, allowed us to navigate complex challenges and deliver impressive results—proving that a small agency can make a significant impact for large-scale businesses.