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// Full teardown & rebuild
Illustrative · example brand

The whole path, rebuilt: how we’d grow Summit Motors

Not one page. Not one ad. Every lever from the first impression to the sold unit. Meta and Google ads, custom buyer funnels, the inventory site and lead forms, the offers, the copy and creative experiments, lead follow-up and no-show recovery, and attribution, rebuilt so more of the right buyers book, show, and buy.

// The whole path, end to end

From ad impression to sold unit.

LeakBroad Meta & Google adsOne audience, generic inventory ads, brand + non-brand blended.
LeakGeneric homepageDumped on inventory search, no match to intent.
LeakLong lead formSame 10-field form for every shopper.
LeakLead sitsSlow follow-up; buyer already at another lot.
LeakOne-size follow-upNo sequence, no unsold nurture.
LeakCost per leadYou count leads, not sold units.

Money leaks at every stage, and the reporting only counts leads.

RebuiltSegmented Meta & GoogleModel creative, brand vs non-brand, Vehicle Listing Ads.
RebuiltSegment landing pageTruck, family SUV, or first-time page that matches the search.
RebuiltShort intent formPayment, trade value, or pre-approval by intent.
RebuiltFast lead + appointmentBooked test drive while intent is hot.
RebuiltSequenced follow-upProof, offer, urgency, plus unsold nurture.
RebuiltClean attributionBooked drives, shows, and sold units, not leads.

Every lever matched to the buyer, and measured to booked drives and sold units.

◆ Focus groups01 Paid acquisition02 Buyer funnels03 Site & lead capture04 Experiment engine05 Lead follow-up06 Attribution
// The method behind every phase

How our focus groups narrow the field.

Every ad angle, page, offer, and follow-up starts here. Before we spend a dollar or build a thing, we pressure-test the options against synthetic buyer panels, so we start from the strongest few instead of a blank page or the loudest opinion on the lot.

Everything on the table

Every angle worth considering, from the whole team, the reviews, and the market.

Tow / haul capabilityFamily safetyFirst-time / easy approvalTrade-in valuePerformance / specsLowest price0% financingFuel economyOff-road readyLuxury / loadedCertified pre-ownedBig rebate
Focus-group pre-read

Synthetic panels for each buyer type score every angle on believability and pull.

Truck buyersFamily shoppersFirst-time buyers
“Your trade is worth more than you think”90
Built to tow, haul, and handle it79
Room and safety for the whole family73
Lowest price in town30
The shortlist we test live

Only the strongest few move into real ads, pages, and offers, the rest get parked or dropped.

Trade-in value · high intentBuild now
Tow & capability · trucksTest
Family space & safetyBuild next
Lowest priceDrop
Rebate-ledPark
What the pre-read actually decides
Which buyer to prioritize first
Which hook earns the lead
Which offer books the drive
Which objection to handle up front
Which page angle should lead
Which creative deserves budget first

Focus groups don’t pick the winner, sold units do. They just make sure we start from the strongest few, not a random guess, so budget goes to bets that already cleared a bar.

// Phase 01

Paid acquisition, Meta & Google

Traffic is not one lever. We rebuild how each channel finds buyers, what it says to them, and how it is measured, so spend creates booked drives instead of just leads.

Meta ads (Facebook & Instagram)
Creating demand for the right models
Before
One broad audience, generic inventory carousel.
Same ad for a truck shopper and a first-time buyer.
No angle testing; the algorithm spends where it wants.
After
Segment creative from the focus-group pre-read (trade-in, tow, family, first-time).
Structured tests: angle x hook x format, budget caps.
Judged on booked drives and sold units, not reach.
Creative angle test matrix
“Your trade is worth more” · trade-inScaling
“Built to tow and haul” · trucksTesting
“Room and safety for the family”Build next
Generic lot flyoverCut
Google ads & Vehicle Listing Ads
Capturing in-market intent
Before
Brand and non-brand lumped together; brand counted as growth.
Broad match burning budget; every click hits inventory search.
Inventory feed and VLAs left on defaults.
After
Brand vs non-brand split and reported apart.
High-intent terms routed to matching pages (“trucks for sale” to truck page).
Tuned inventory feed powering Vehicle Listing Ads.
Restructured · intent-routed
Non-brand: “trucks for sale near me”→ truck LP
Non-brand: “family suv lease”→ SUV LP
Brand: “summit motors”Tracked apart
// Phase 02

Custom funnels per buyer

Different buyers decide differently. Instead of one path for everyone, we build a dedicated funnel for each high-value buyer, page, offer, and follow-up matched end to end.

Segment funnels, end to end
One complete path per buyer, not one path for all
TodayAll adsHomepageInventory searchOne long lead formOne path, so anyone not ready to fill out a form just leaves.
Pick a buyer to see the funnel we’d build for them: the real ad, the matching landing page, and what we track. Same lot, a different path for each.
the ad
Summit Motors
Sponsored
Truck / outdoor buyers ad
Built to tow, haul, and handle the weekend.
matching landing page
Truck / outdoor buyers landing page
Trucks in stock, ready to test drive.
lead + what we track
Test drive request
VDP viewsLead formTest drive booked
Readout: Tow-spec pages drive the most booked drives.

Real ad creative and landing pages. Every step, from the ad to the booked test drive, is built for how that buyer decides, and the same system runs whether you sell trucks, carts, or cleanings.

// Phase 03

Site & lead capture

Once the click lands, the page has to match the search, and capturing a lead has to take one intent-based step, not a 10-field form.

The entry point
Where the click lands first
Before
Every ad points at generic inventory search.
A truck shopper and a first-timer see the same grid.
Homepage · today
Search inventorySpecialsApply
After
The ad’s promise carries into a matching page.
Truck, family, first-time, and trade-in buyers each get the right path.
Intent-aware entry
TrucksFamily SUVsValue my trade
Segment landing & VDPs
Matching the search
Before
Paid traffic dumped on a generic listing grid.
VDPs bury payments, specs, and next steps.
After
A truck page, a family-SUV page, a first-time page.
Payments, availability, and one clear CTA up top.
Truck landing page
In stock nowSee paymentsBook a drive
Lead capture tools
One step matched to intent
Before
One long form for everyone.
No trade tool, no payment calculator, no pre-approval.
After
Payment calculator, instant trade value, and pre-approval by intent.
Short forms that book a drive while intent is hot.
Capture · by intent
Truck · book a driveLive
Trade-in · instant valueLive
First-time · pre-approvalTesting
// Phase 04

The experiment engine

Nothing here is decided by opinion. Copy, creative, and offers all run through the same loop: focus-group pre-read to narrow the field, live test to decide the winner, then a readout that feeds the next round.

Copy & message experiments
Hooks tested, not guessed
Before
Headlines picked by the GM’s gut.
One version ships; no read on why.
After
Focus-group pre-read ranks angles before spend.
Top angles go live head-to-head; the winner feeds the next round.
Headline experiment · live
“Your trade is worth more than you think”Winning
“Built to tow, haul, and handle it”Testing
“Easy approval, first car made simple”Refine
“Great deals on new and used”Cut
Offer experiments
A reason to act that protects gross
Before
Price-led blasts that attract grinders and kill gross.
No hierarchy, everyone waits for the next sale.
After
Payment-led and trade-bonus offers vs. price cuts, measured on front + back gross.
A ranked plan of what to test next.
Offer hierarchy · ranked
Trade-in bonusPayment from $X/moFlat price cut
// Phase 05

Lead follow-up

Most deals are lost in the gap between lead and showroom. We rebuild speed-to-lead, sequencing, and unsold nurture so more leads show and buy.

Speed-to-lead & sequencing
Reach them before the other lot
Before
Leads sit for hours; the buyer moves on.
One generic email, then silence.
After
Instant text and call on every lead.
Sequenced follow-up: proof, offer, urgency, tied to the model they wanted.
Sequence · truck lead
0-5 min · text + callStep 1
Day 1 · payment + proofStep 2
Day 3 · urgency / incentiveStep 3
No-show & unsold nurture
Recovering the ones who slip
Before
No-show appointments are never rebooked.
Unsold shoppers never hear from you again.
After
No-show recovery that rebooks the drive.
Long-cycle nurture for unsold buyers, plus service and repeat.
Lifecycle
No-show rebookUnsold nurtureRepeat / service
// Phase 06

Attribution & measurement

None of it matters if you cannot tell what actually sold cars. We rebuild reporting around sold units and gross, not leads.

The reporting
Sold units and gross, not leads
Before
One blended cost-per-lead number; brand search counted as growth.
No read on lead to appointment to show to sold, or gross by source.
After
Lead-to-sold tracking ties spend to booked drives, shows, and sold units.
Front + back gross and new vs. returning by source.
Cost per sold unit on one dashboard.
Dashboard · rebuilt
Sold unitsBooked drivesShow rateGross per unit
// What we’d expect to move

The whole system points at sold units and gross, not leads.

Booked test drives
Segment funnels and one-step capture instead of a 10-field form.
Show rate
Speed-to-lead and reminders that get more leads onto the lot.
Sold units
Intent-matched pages, offers, and follow-up that close more buyers.
Gross per unit
Payment and trade-led offers that protect front and back gross.
Lead quality
Angle testing that attracts buyers, not just discount grinders.
Cost per sold unit
Spend measured to sold units, not leads or clicks.

Illustrative example. Real outcomes depend on your market, offers, and demand, we commit to what we’d build and test, not to numbers we haven’t earned yet.

That was one hypothetical path. Want yours?

Send your site, product, or launch brief and we’ll run the same teardown across ads, funnels, site, experiments, follow-up, and attribution, and show the first 3-5 fixes we’d make.