Keating Auto Scales Ad Spend 52% YoY as MCD Provides Accelerated VLA Performance
-
1.8X
Avg increase in user traffic
-
52%
YoY ad spend scale
-
up to 20%
Better click-through rates on VLA campaigns
The challenge
Keating challenged Max Connect to pioneer Vehicle Listing Ads (VLAs) for all 28 dealerships after Google announced VLAs in March 2022, while also delivering better performance and results than the competitors flooding in to saturate the space.
The approach
Unlike hasty competitors who uploaded inventory to the VLA network as soon as it was available, Max Connect ensured each VLA had high-fidelity imagery and assets, logo placements for brand building, and compelling copy matching user intent. Max Connect then employed simultaneous Search & Display Ad campaigns that boosted VLA campaign performance, giving Keating a slight boost in ad ranking placements and a dominant presence in the VLA space.
The results
Across Keating's 28 dealerships, Max Connect's VLA strategy nearly doubled user traffic for each store, prompting Keating to scale ad spend by 52% YoY in correlation with strong performance. Business View Magazine named Keating Auto Group 'Best in Biz' in September 2022.
“These guys are the real deal. Max Connect is one of the most productive spends we are making.”
Every result, by the numbers
- 1.8XAvg increase in user traffic
- 52%YoY ad spend scale
- up to 20%Better click-through rates on VLA campaigns
- 28Dealerships
- 32%Of users attributable to VLAs (Killeen Ford)
- 42%Of sessions attributable to VLAs (Grapevine Dodge)
- 34%Increase in conversions (College Station Ford)
- $3BAnnual revenue (company fact)
- 50KCars sold annually (company fact, 'over 50K')
What we used
- Google Vehicle Listing Ads (VLAs)
- Search Ads
- Display Ads
- High-fidelity imagery
- Logo placements
- Intent-matched copy
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