”The precise targeting of Google AdWords helps us attract the best customers...”

George Liu
Vice President
Rosenthal Automotive

What they wanted to do

Rosenthal Automotive dealers sell luxury auto brands like BMW and Audi in the Washington, DC region. Their goal was simple: they wanted more potential buyers to come to a showroom and take a test drive.

How they did it

The Rosenthal team knew that car shoppers spend a lot of time online, so they turned to Google AdWords.

Vice President George Liu created ad campaigns that would drive potential customers to each of his 18 dealerships’ websites and encourage them to visit showrooms. Search ads, mobile ads, and In-Video ads became a key part of the Rosenthal marketing strategy.

The speed and ease of online advertising, compared to traditional ads, let Liu adapt his ads quickly so he could promote new models or special sales. “AdWords lets us deliver a precise ad to exactly the right audience,” he says. “Whether someone is searching for an Acura dealership on Google or watching a video review of the BMW 3-series on YouTube, we can give them exactly what they’re looking for.”

Did it work?

“We've seen a clear increase in test drives since the new Rosenthal Automotive campaigns began,” says Don Bavely, President. “We are very satisfied.”

How satisfied? “We’ve had so much success using AdWords to drive offline sales that we’ve decided to open an online auto parts store.”

Selling online and nationwide is brand new territory for the Rosenthal team, but they know that Google’s huge reach and precise targeting will help them find the perfect customers.