Driving high value search leads for BMW in an industry first
With support from Google, we helped transition BMW to a value-based bidding model across their search efforts. We moved BMW’s substantial paid search activity from a cost and conversion-based bidding strategy to a ROAS model. In an industry-first, the model allowed for the prioritisation of lead generation to those actions that would drive sales rather than just lead volume. This was done using a combination of BMW’s first party sales data and historic PPC performance metrics to create a model which placed a value on a customer's propensity to convert to a sale based on the lead type they submitted. As a result, greater value was achieved with ROAS increasing by 82%, with an 80% increase in conversions of BMW’s highest value lead type.