PPC Campaign Overhaul. From Audit to 2.5x More Traffic

PPC Campaign Overhaul

Customer

Authorized dealer of a top automotive brand (NDA)

Project Goals

The dealership approached FMF with a clear goal: improve their existing Google Ads performance without increasing ad spend. Their key metrics were falling short of expectations, and they needed an expert team to:

Reduce bounce rate
Increase CTR (click-through rate)
Lower cost per conversion
Refresh outdated ad content and targeting strategy

Service provided

Performance Marketing, Contextual Advertising (PPC), Campaign Audit & Optimization

Solution

Comprehensive Campaign Audit

We began by conducting a detailed audit of the existing PPC campaign. Our analysis revealed several pain points:

Many ad groups contained outdated or irrelevant keywords
A high bounce rate caused by unqualified traffic
Ads lacked extensions(sitelinks, callouts, mobile formats), reducing their visibility and relevance
No structured A/B testing was in place
These mantic core hadn’t been updated in over a year, making the campaign inefficient

Rebuilding the Semantic Core

We created a brand-new, high-intent semantic core tailored specifically for local automotive buyers:

Manually filtered out low-performing and irrelevant keywords
Grouped keywords by customer intent (new cars, test drives, trade-in, etc.)
Applied negative keywords to cut wasted spend
Focused on high-converting search phrases relevant to the Japanese brand and dealership’s services

New Ads, A/B Testing, and Deep Analytics

We restructured all active campaigns and launched new ad creatives:

Developed multiple ad variations for A/B testing
Implemented UTM tags for advanced performance tracking
Added ad extensions: sitelinks, callouts, and structured snippets
Included mobile-optimized ads to boost conversions from smartphones
Ensured alignment between ad text and landing pages to improve quality score

Results

The improvements exceeded client expectations in just weeks:

2,5x

increase in paid search traffic

40% → 16,7%

the bounce rate has decreased

5% → 11,5%

paid search share of total traffic

Through a data-driven, strategic overhaul of the PPC campaign, FMF helped a top-tier Japanese car dealer unlock the full potential of paid advertising.

The client continues to collaborate with us on conversion cost reduction and deeper integration with CRM analytics.

Looking for smarter digital growth for your dealership or automotive business?

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