Custom PPC landing pages for a car dealership: +73% conversion rate
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsConversion rate rose 73% and conversion volume 89% after Riley Motor Company sent paid traffic to custom landing pages.
KlientBoost ran the work for the Nova Scotia car dealership over six months and published it as a case study PDF.
The pages launched with call tracking, remarketing and new bidding, so this is a bundled before/after, not a page test.
- Conversion rate: +73%, as reported by the agency.
- Conversion volume: +89% after six months.
- The PDF lists other cost figures, but the layout makes it unclear which number goes with which metric, so we leave them out.
- No details of the landing page design were shared.
Control
Paid traffic ran through the dealership's earlier PPC setup, which the case study calls disorganized. The earlier pages are not shown.
Variant
KlientBoost built custom landing pages for the Google Ads campaigns. It also added call tracking, custom remarketing audiences, and device and location bidding.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A page focused on one model or offer gives car shoppers a clear next step.
- The main ask was better tracking. New call tracking likely counted phone leads that were missed before, which lifts reported conversions.
- Device and location bidding moves budget toward shoppers near the lot, who convert more often.
Caveats: Agency-reported before/after of a six-month engagement. Tracking, bidding, remarketing and landing pages changed together, so better measurement may explain part of the lift, and no sample size or significance was shared.
Who ran it
KlientBoost ran this test for car dealership and published the results (KlientBoost case study (PDF)). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If we send paid search traffic to a landing page built for the model or offer in the ad, then more shoppers will call or submit a lead because the page answers what they searched for.
- Primary metric
- Leads (calls plus forms) per paid visitor
- Guardrails
- Cost per lead
- Lead-to-showroom-visit rate
- Call tracking coverage
- Who should test it
- Car dealers and other local sales businesses that send ads to a generic homepage or inventory page. Set up call tracking before you start, or the comparison will be skewed.
Questions
Should car dealerships use custom landing pages for Google Ads?
Often yes, since a page that matches the model or offer in the ad is easier to act on.
Compare it with your inventory pages in a split test.
Why does call tracking change PPC results?
Many dealership leads phone in. Once calls are tracked they count as conversions, so results can rise even if behavior did not.
How long did this take?
The case study covers about six months of work.
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