The Automotive Growth System That Delivered 2,304 Conversions

This isn't a 'better ads' story. 

This is performance marketing done properly.

The automotive industry is more competitive than ever, with new brands launching and constant buyer choice. 

Dealers that win consistently aren’t just good at selling cars, they’re good at being visible at the moment of intent, credible at the moment of comparison, and easy to choose at the moment of decision.

The Challenge:

Bassetts Group had historically relied on the same levers as most dealer groups; platforms like Autotrader and Carwow, on-site and off-site events, and traditional marketing activities without a clear external performance strategy. 

Targets were often achieved, largely due to strong sales teams, but the commercial risk was growing. 

Key business pressures:

• Over reliance on high-cost platforms. Third-party lead platforms can deliver volume, but they also reduce control, increase costs, and erode margin.

• New locations and new brand launches needed lead flow fast. 

• Legacy brands were stagnating in certain areas. 

• Limited accountability and visibility as there wasn’t a clear, measurable view of what was actually driving results.

After 53 hours of deep research, one thing became clear… Bassetts Group didn’t have a demand problem, they had a visibility + conversion problem.

People were already searching for their brands (and competitors), but there weren’t enough touch points intercepting those decisions, and the journey wasn’t tight enough to convert intent efficiently.

So, the strategy became simple:

Capture the right demand (not just more clicks)

Stop leaks from click → enquiry → booking

Build trust and visibility at the moment of decision

The Solution:

To hit volume targets across their South Wales dealerships, we built a lead generation system spanning Meta, Google, CRM and organic.

Demand Capture

• High-intent Google Ads campaigns designed to intercept ready-to-buy search behaviour

• Meta Ads supporting always-on visibility and fast lead capture

Conversion

• Implemented Microsoft Clarity to identify real user behaviour and friction points

• CRO changes to improve enquiry flow and tracking accuracy

Proof-of-Life Content

• People-led video content designed to sell the people and experience — not just the vehicles

• Social media management to strengthen credibility and consistency

CRM & Automations

• Follow-up improvements to increase speed-to-lead

• Nurture automations to improve engagement and conversion rates

The Impact:

In just Q4, Bassetts achieved: 

• 2,304 Google + Meta conversions

• 1,500x ROI

• £18.22 cost per new vehicle lead (avg conversion value ~£27,500)

• 8x reduction in CPL vs network average (£150)

• +102% website visitors YOY with no additional ad spend

When demand capture, conversion hygiene and CRM follow-up align, growth becomes predictable. 

You don’t need another marketing agency. You need a growth system that gives you control. 

Want to see the framework we used? 

Book a call with Ouma. Your Growth Partner.