CASE STUDY

Optimization of the digital strategy in Google Ads with Performance Max 

 

Client: Quadis   |    OVERVIEW    |    CHALLENGE    |    SOLUTION    |   RESULTS

Quadis_CS (1)

Overview

QUADIS, the largest network of dealers and workshops in Spain

 

QUADIS has demonstrated its ability to adapt over the years, evolving with the sector and embracing digitalization to maintain its leadership position in the automotive industry.

The dealer network sought to improve its digital strategy by prioritizing Google Ads to reduce costs, optimize advertising profitability and increase the quality of leads. Thanks to a strategic restructuring and the use of Smart Bidding and Performance Max campaigns, the company achieved an effective and profitable approach.

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Challenge

Improving lead quality  

 

In an expanding market such as the automotive industry, QUADIS set out to revolutionize its digital strategy, prioritizing Google Ads. The goal was to optimize the quality and profitability of its leads at a more efficient cost than other channels. 

Solution

Implementation of Demand Gen and Performance Max campaigns

 

Developed an integrated full funnel strategy to optimize lead generation. Implemented Demand Gen and Performance Max campaigns, combining in-house and third-party data, along with Smart Bidding to optimize investment.  Restructured legacy campaigns, simplifying structures with broad match and consolidating Performance Max to improve segmentation. This allowed for better budget allocation.


Faced with an outdated campaign structure, QUADIS implemented a gradual restructuring. Existing campaigns were simplified with broad matching to improve signaling to the algorithm, while Performance Max was optimized with consolidated structures and targeted audiences to segment messages at key moments.

QUADIS has made a decisive and successful bet on Google Ads to compete in a market that demands full-funnel strategies.

— Alejandro Melero, Account Manager at Adsmurai

CS TrendyShop x Google 1

 

CS TrendyShop x Google 1

 

Results

More qualified leads and increased conversion rate

 

Thanks to this strategic grouping, advertising investment was optimized, resulting in a 44% reduction in cost per conversion and a 127.5% increase in lead generation. The conversion rate increased from 7.7% to 9.2% in 2024. As a result, Google Ads was established as the main effective results channel for QUADIS. 

At the digital level, 2024 closed with an 11% increase in the number of valid leads compared to 2023, with significant momentum in the second half of the year as a result of the new digital strategy. Lead quality also improved in 2024, with the conversion rate rising from 7.7% to 9.2%.
Carlos Benito
Marketing Specialist at Quadis

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