Case Study:

Sandown Group

Sandown Mercedes

Sandown Group have trusted Broadplace to manage their full search activity across Paid and SEO for the last 4 years.

We’ve continued to help the Mercedes dealership group grow their online traffic and leads with big improvements each year.


Increase in call enquiries
generated from the website


Increase in Live Chat interactions
helping customers speak to sales representatives online


Increase in user sessions
driving increased traffic through SEO and PPC.

The challenge

Sandown wanted a Search strategy that would drive local traffic and reduce reliance on Paid Search activity alone. This would reduce risk, and ensure a steady-flow of traffic into the business across a breadth of channels.

Sandown’s objective was to drive Sales and After Sales enquiry calls to local showrooms in the south east of England: Guildford, Basingstoke, Poole, Dorchester, Salisbury & Hindhead across Search, and provide great clarity across call intent: Sales or Service.

Sandown also wanted data transparency across dealerships, so that this could inform internal cross dealership meetings.

The Broadplace approach

Sandown wanted to make their marketing work for local searches and to grow market share in the regions where their showrooms were located.

Our approach was to look at specific geo-targeting of the PPC campaigns to support the optimisation efforts of our SEO that look at local searches and the performance of the individual dealership pages.

PPC incorporated longer-tail, geo-specific keywords as well as a data feed to populate ads with the monthly model payment cost. Whilst, SEO generates broader more contextual higher-funnel traffic onto the Sandown website.

The results

Call data conversions were split in Google Analytics into Sale enquiry phone calls and After Sales phone calls. The geo-targeted campaigns lead to an increase in overall phone calls of 48%.

Search activity resulted in live chat enquiries increasing by 59%, and users on site increasing by 45% year on year. This meant less reliance across Paid Search, and a healthier channel traffic split across Search.

About the Client

Sandown Group has over 30 years’ experience in selling and servicing Mercedes-Benz vehicles. Sandown Group has showrooms in Guildford, Basingstoke, Poole, Dorchester, Salisbury & Hindhead. The Group understands that it is not every day that one buys a Mercedes. For that reason, one of Sandown’s key objectives is to ensure its customers have the best customer experience – from search to purchase.


Automotive – Luxury Cars

Services rendered

  • Google Search Ads
  • SEO
  • PPC Remarketing
  • Display Advertising

Don’t just take
our word for it

We always see consistent improvements as campaigns develop and mature. Year-on-year performance improvements ensure we are exceptionally happy with Broadplace. I would have no hesitation in referring Ajay and his team to anyone looking for a reliable and efficient PPC & SEO solution.

Keith Jackman
Sandown Group

ready to become our
next success story?

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