Castle Automotive Group/Facebook Ads Case Study

Increased Traffic By 5.9X, 5.9X More Views, 27% Increase in Reach

Increased Traffic By 5.9X

The Illinois Chevrolet dealer and its agency, SOCIALDEALER, tested automotive inventory ads for prospecting and increased the number of people who looked at cars on its website by 5.9X.

5.9X More Views

5.9X more people viewed vehicle detail pages compared to a prospecting conversion campaign using lookalike audiences.

27% Increase in Reach

27% increase in reach compared to a prospecting conversion campaign using lookalike audiences.

THEIR STORY: Chevys for Illinois

Castle Chevrolet, founded in 2000, is an Illinois Chevy dealer that sells new and used Chevy cars and offers automotive repairs.

 
THEIR GOAL: Test-driving ad approaches

Castle Chevrolet wanted to test the performance of automotive inventory ads for prospecting to see how they would perform compared to its previous campaigns.

 
THEIR SOLUTION: Finding new customers

For previous prospecting efforts, Castle Chevrolet had run Facebook ad campaigns that used the conversions objective in Ads Manager and targeted a lookalike audience based on its existing customers. To test a new approach using automotive inventory ads for prospecting, the car dealer worked with SOCIALDEALER, an agency for automotive clients that specializes in social advertising.

 

Automotive inventory ads for prospecting deliver the most relevant ad in News Feed to people who have looked at a specific car on a dealer’s site. The ads pull images of those cars from the dealer’s vehicle inventory (uploaded to Facebook). Automotive inventory ads for prospecting also target a broad audience, allowing dealers to reach people who are shopping for cars both on and off the dealer’s website, helping them reach more prospective customers.

 

After testing automotive inventory ads for prospecting against the previous approach using lookalike audiences and the conversion objective, SOCIALDEALER and Castle Chevy decided the automotive inventory ads for prospecting with a broad audience was the best approach for prospecting.

 

THEIR SUCCESS: A vehicle for success

The test, which ran from November 1–30, 2018, proved the automotive inventory ads for prospecting outperformed Castle Chevy’s previous approach of using lookalike audiences and the conversion objective, delivering:

 

  • 5.9X more people viewed vehicle detail pages
  • 27% increase in reach

Products Used

Automotive Inventory Ads

Re-engage people who have an interest in a specific car model

Dynamic Ads

 

“Facebook advertising plays a very important role in our marketing efforts. Having the right team who can execute the perfect ad mix is key for our success. SOCIALDEALER is willing to get outside the box, try new ideas and test for the right strategy to engage not only new customers, but the right customers.”

 

Joe Castle

Dealer Principal, Castle Chevrolet

 

 

“We are encouraged by the success of our clients every day. Having a close relationship with Facebook on the partner level has allowed our team to test and implement progressive social campaigns for our clients. We are continually striving to establish social best practices for the automotive industry.”

 

Jeff Clark

President, SOCIALDEALER

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