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Campaign Governance - How to establish order, control, and scalability in a fragmented advertising environment

[Ebook] Campaign Governance - How to establish order, control, and scalability in a fragmented advertising environment

Learn how to move from the chaos of scattered campaigns to an organized, scalable, and efficient system. Everything explained in an eBook your future self will thank you for.

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Smart Bidding 2.0: Quadis reduces CPA by 44% and improves lead-to-SQL conversion by 19%

AUTOMOTIVE  |  SPAIN |  GOOGLE ADS 

Summary

QUADIS: Spain's largest dealership network accelerates its digital transformation

 

QUADIS, the undisputed leader in Spain's automotive sector, is the country's largest network of official dealerships and repair shops. With more than 150 centres and a range of over 3,000 vehicles, the company has consolidated a solid and trustworthy track record that positions it as a benchmark of excellence in the market. Its constant evolution and ability to adapt to new consumer demands make it an example of innovation within the industry.

GrecaleGT_Quadis

+11% 

Valid contacts (vs 2023)

+19%

Lead to SQL ratio

-44%

CPL

Challenge

From dependence on classified portals to digital autonomy

 

In a rapidly growing market like automotive, classified portals had become increasingly costly channels for customer acquisition, reducing efficiency and margins for dealerships. Faced with this scenario, QUADIS decided to transform its digital strategy: it chose to invest in owned channels such as Google Ads, rather than relying on external platforms with high costs.

The challenge was clear: optimize investment, gain autonomy, and increase the quality of the leads generated, while also ensuring greater control over contact volume and lead-to-SQL conversion. All this without losing the standard of excellence that positions QUADIS as a benchmark in the Spanish automotive sector.

QUadis_smartBidding

Solution

Digital strategy powered by AI and multichannel campaigns

 

To optimize profitability, QUADIS implemented Demand Gen and Performance Max campaigns as a complement to Search, migrating to Smart Bidding strategies combined with Broad Match and value-based models that integrated first- and third-party data. This evolution allowed the company to better control volume and demand, while increasing lead qualification.

Collaboration with Adsmurai was key to driving this transformation, providing QUADIS with priority access to betas and an ecosystem of optimization and automation tools powered by artificial intelligence. This synergy boosted campaign efficiency, enabling adaptation to a highly competitive market and reinforcing the brand’s leadership and innovation.

QUadis_Campaign

Results

More qualified contacts, better conversion and lower cost

In the second half of 2024, QUADIS’s new digital strategy drove an 11% increase in valid contacts compared to 2023, with particularly strong growth from June onwards. In addition, lead quality improved significantly, achieving a 19% higher conversion rate.

These results were further reinforced by a 44% lower CPL, highlighting the impact of optimized management and greater efficiency in acquiring potential customers.

CS Quadis Results

 

QUADIS transforms its digital strategy and commits to its own channels to gain autonomy, optimise investment and improve the quality of its leads.We closed the second half of 2024 with more and better quality leads than in 2023 thanks to a new digital strategy focused on channels such as Google Ads, which we began implementing in June.
Carlos Benito
Marketing Specialist at Quadis

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