Client

The company offers car owners the best value tires on the market, along with fast, no-appointment installation and general automotive services. With three locations across the province of Quebec, they’re able to better serve their customers. Featuring a wide selection of tires and exceptional service, this business meets the needs of every driver.

Mandat

Develop a paid search strategy (SEM) to increase in-store visits.

Paid search (SEM)

Our objectives

1.
Increase the number of in-store appointments.
2.
Increase the number of calls from Search Engine Marketing (SEM).
3.
Increase the brand's visibility on search engines.
4.
Increase the impression rate.

Our approach

1.
Restructure the paid search campaigns to improve their effectiveness.
2.
Optimize the quality of conversion data to incorporate more intelligence into the management of advertising campaigns.

For this project, the main objective was to increase appointment bookings. We started by conducting a comprehensive audit of the advertising account, followed by an in-depth restructuring. This process included revising the campaign and ad group segmentation, optimizing keyword and audience selection, redesigning the ads, and implementing tailored bidding strategies based on available conversion data.

Next, we worked on improving the quality of conversion data by linking the company’s Google My Business listings to the advertising account. This integration allowed us to track in-store visits and identify the most effective audiences. By synchronizing online and offline data, we were able to better align advertising optimizations with real business goals.

To ensure an optimal return on investment, we focused our efforts on two key performance indicators: phone calls and in-store visits. This approach generated tangible, measurable results, while maximizing the return on every dollar spent.