Automotive
The lead is not the sale, and the sale does not happen online.
We plan and buy media for dealer groups and automotive brands, and we build the reporting that connects what the ad account produced to what the dealership actually sold.
Three sources of money, one auction, and inventory that decides the demand.
Media here is rarely funded from one place. Manufacturer money, regional association money and the dealer’s own budget arrive with different rules, different approved messaging and different reporting expectations, and they all compete in the same auction for the same person. Run them as three separate programs and the group bids against itself on its own name. The second mechanic is inventory.
Demand in this category is constrained by what is physically on the lot: a model with forty units and a model with four cannot carry the same media weight, and a campaign that keeps promoting what has already sold spends real money generating disappointment. We plan against the inventory feed, not against a fixed monthly split, and we treat model-level allocation as a decision that gets revisited weekly rather than quarterly.
The sale is closed on a lot, weeks later, by someone who may never have filled in a form.
Almost nothing that matters in automotive happens inside the ad platform. A person researches for weeks, calls, walks in, test drives, negotiates and signs — and the ad account sees a form fill, a phone click, or nothing at all. Optimizing toward form fills gets you a great many form fills, including from third-party lead sources that resell the same person to four dealers.
The only honest measure is matched-back sold units: the sales record reconciled against the media that touched it, imported to the platforms with values attached so bidding aims at deals rather than enquiries. Where the dealer management system cannot be connected, we say so and we report a measured gap rather than reporting the form fills as if they were sales.
Companies we work with in automotive.
How this works
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Four Showrooms. One Rallye Standard.
Automotive
Connected Capabilities
Media Planning & Buying
When three funding sources compete for the same auction, the argument is about how the budget is split before it is about how any channel performs
Paid Search
When the demand already exists and the question is who captures it, the search account decides the outcome
Measurement & Attribution
And when the sale closes in a system the ad platforms cannot see, the reporting layer is the whole difference between a program that gets funded and one that gets cut
FAQ
Questions we get asked
How do you handle manufacturer co-op requirements without wasting the budget?
By planning the compliant portion and the unrestricted portion as one program rather than two. Co-op money comes with approved creative, approved messaging and documentation requirements, and the usual failure is to run it as a parallel campaign that quietly competes with the dealer’s own. We map what each funding source will and will not cover, place the restricted money where its constraints cost the least, and keep the documentation as the campaign runs rather than reconstructing it at claim time.
Show us the sales data, not just the ad account.
You will work with the people who set the strategy.