Spotawheel

Overview

Spotawheel, is a high-tech used-car platform, empowering people to buy pre-inspected reliable cars. Now, one of the fastest growing in Europe.

Amplifyd and Spotawheel, teamed up in 2021, during a challenging macroeconomic period globally, with a clear objective; The fast and efficient growth of the Spotawheel business.

Given the challenging market conditions, we had to maximize volume and also the quality of leads sent to the sales team, to balance resources & efficiencies.

The objective was to double Sales Qualified Leads (SQLs) YoY while maintaining the Cost per SQL.

Our approach

1. Optimized to events that mattered via Offline conversion import across the whole sales funnel: Leads scored against a variety of factors (i.e. lead quality based on intent to purchase, New vs returning leads & of course actual offline Sales)

That allowed us to pass back to Google Ads all relevant offline events and map the progress of new leads down to search term, Ads, Audiences etc. allowing us to track & optimize accordingly.

2. Broadened up search term coverage with the use of Smart bidding strategies: Expanded to broad match types to increase visibility on additional search terms while empowering the algorithm with the right conversion signals, opting all campaigns in automated bidding strategies, against offline conversion signals.

3. Full Funnel channel approach: Used cars are high-ticket purchases with long consideration times so covering the funnel from awareness to conversion was key

4. Created demand via Video Ads & Discovery campaigns. Captured existing demand via an intent based paid search campaign structure. Converted users via dynamic retargeting

5. Empower smart bidding & targeting with additional 1st party audience data: using past converters to create custom audiences & similar audience lists of higher and lower value customers

6. Our dev team created Custom scripts, to speed up campaign builds, while maximizing ad relevance and use of business data