The Motorist

Agency51 used Search, Performance Max, Demand Generation on Google Ads. The team then targeted Lead Generation, brand awareness, and boosting existing events with a targeted audience on Meta. Additionally, to target corporate clients, Lead Generation ads were used on LinkedIn.

The campaigns were segmented using location targeting, sometimes using a nationwide audience for certain events, with a smaller radius when it came to advertising smaller events, car storage, and the restaurant. Agency51 is regularly target by audience interests and utilised asset groups in Performance Max campaigns on Google. With Meta, Agency51’s digital marketing team targeted by audience interest. In addition, they used a 2% ‘lookalike’ audience and The Motorist’s Mailchimp customer list for retargeting.

Agency51 made good use of the creative assets available. On Google images of the restaurant, events and the garage were used depending on what the asset group was targeting. When available and relevant, YouTube videos were used to add an even richer media experience. On Meta Agency51 used image carousels to maximise the visual appeal The Motorist offered.

Timing was important to ensure a good use of budgets. Some campaigns such as for the restaurant or general campaigns for the weekly events were ongoing while many ran for a month or more before each event to achieve maximum impact and success.

There was a significant spike in page impressions and clicks for Google Ads and increased interaction with the Facebook event pages for the Meta Ads showcasing car events. The garage campaigns lead to a surge in bookings for auto work. This in turn, led to increased attendance for the events and increased reservations for the restaurant as a ‘halo effect’.

The Agency51 digital marketing team didn’t rest on its laurels, however. They continue to experiment with lookalike audiences in Meta using the customer list for remarketing in both Google Ads and Meta. Making use of video content is also a priority for future campaigns, making good use of The Motorist’s superb photography and videography resources to continue to drive business growth.