Objective:
Increase qualified traffic to the dealership website and drive high-intent conversions, specifically Build & Price submissions and Test Drive bookings.

Strategy:
To capture both new in-market shoppers and high-intent returning visitors, a full-funnel digital approach was implemented across paid social and paid search.
Paid Social (Facebook & Instagram)Prospecting campaigns targeted adults with auto purchase interests and behaviours to reach potential buyers in the consideration phase.
Audience strategy included:
•Auto purchase interest targeting
•Lookalike audiences based on video viewers
•Lookalike audiences based on conversion audiences

To capture high-intent users already familiar with the dealership, retargeting campaigns were built using:
•Website visitors who had not yet converted
•Video viewers who had engaged with dealership content
This ensured the brand remained visible to users already showing purchase signals.

Paid Search
Search campaigns focused on capturing active demand in the market.
Key tactics included:
•Local brand keyword strategy to capture consumers searching specifically for the dealership and differentiate from corporate manufacturer searches
•Vehicle Listing Ads using Performance Max to showcase real inventory and drive high-intent shoppers directly to vehicle pages

This approach ensured strong visibility when consumers were actively researching vehicles.
Results (6 Weeks)
The combined strategy improved engagement efficiency and reduced acquisition costs.
Performance Improvements:
•Social CTR increased:0.8% → 1.9%
•Search CTR increased:2.4% → 4.8%
•Cost-per-acquisition decreased:27% reduction
Key Takeaway
By combining targeted social prospecting, strategic retargeting, and high-intent search capture, the campaign successfully increased engagement and improved lead efficiency for the dealership’s most valuable conversion actions.

Situation
A new and innovative health clinic that is taking Canada by storm, is changing the game for Canadians living chronic health conditions. As they open in multiple markets across the nation, we were challenged with supporting each clinic with a hyper local media campaign to ensure we breakthrough in the local communities to drive awareness of the clinic location.
Strategic Plan
Our strategy focused on driving local awareness in the Barrie market among women aged 35 and older, with the goal of encouraging consultation bookings. We designed a media approach that prioritized both reach and resonance. While traditional reach and awareness tactics were essential, we went a step further by collaborating closely with our media partners to embed the brand authentically within the community. Recognizing that these media channels had strong local ties, we leveraged their platforms not just for advertising, but also for creating meaningful touchpoints that fostered deeper connections.
Media Campaign
•Focus on women 35+ (core of women 50-70), higher than average HHI
•Local Market Coverage: Barrie, Ontario
To effectively reach the Barrie community the campaign launched with 30-second TV spots on the local CTV station, strategically placed within key programming aligned to the target audience.
To deepen the media mix and drive greater frequency, 30-second radio spots aired on top local stations that matched the target demographic.
Building on these efforts, the campaign expanded with Kool FM’s production team for an added value bonus sponsorship around International Women’s Day. Kool FM dedicated a full 24 hours to female artists UROSPOT was featured in Promo Spots, the Landing Page, 24 Station Promo IDs, and social media mentions at no cost.
Campaign Results
The Barrie campaign significantly over-delivered in bonus media activity and increased the media value of the campaign. CTV Barrie over-delivered in bonus GRPs with an estimated added media value of +51%. Both Kool FM and Rock 95 aired bonus spots throughout the campaign which delivered +38% in additional media value. The International Women’s Day bonus sponsorship with Kool FM delivered 43% in bonus media value and an incremental 46,800 F35+ impressions for the clinic in Barrie. TV surpassed expectations in lead generation and achieved 80% conversion rate with Radio achieving approximately 60% conversion rate.