Barna Wagen · Volkswagen
125 appointments booked in 16 days for the Volkswagen "Special Days" in Barcelona.
Barna Wagen is an official Volkswagen dealership in Barcelona with two sites: Vall d'Hebron and Zona Franca. In the first quarter of 2019 they launched their "Special Days", a concentrated sales event in which the sales team maximised closings. To drive qualified traffic, Artick designed and managed a lead-generation campaign across Google and social media.
The goal was not to generate website visits or brand awareness but to secure confirmed appointments at the dealership. Every lead captured had to be contactable, genuinely interested in a Volkswagen model and willing to come in for a negotiation at the point of sale.
The Volkswagen range at the heart of the strategy
The campaign covered the most in-demand models: Golf and Polo for the mainstream segment, Tiguan and T-Roc for the SUV buyer, and the commercial vehicle range. Each model had its own audience targeting.
Volkswagen Golf
The most sought-after model in the catalogue and the central pillar of the lead-generation campaign.
Volkswagen Tiguan
A benchmark SUV, a high-value segment with a 45+ buyer profile.
Volkswagen T-Roc
A crossover aimed at a younger profile and the star of the social media ads.
Filling the sales team's diary in 16 days
The car buyer is a long decision-cycle user who compares, researches and delays. The campaign needed to capture both the user with active search intent (Google) and the user likely to respond to an attractive offer (social media).
Two channels, one funnel, a single success metric
The strategy combined Google's search intent with the mass-reach impact of social media, unified in a single conversion process: the appointment.
Google converts better. Social generates more volume.
The campaign proved that combining Google Ads and Social Ads is especially effective for the automotive sector: the former captures intent, the latter generates demand. Together they covered the entire spectrum of the potential buyer.
The conversion rate of 58% from lead to appointment indicates that lead quality was high: the forms came from people with genuine interest, which translated into an active sales diary throughout the Special Days.
Two dealerships covered in a single campaign
Barna Wagen · Vall d'Hebron
The group's main site. The largest share of campaign appointments was assigned here.
Barna Wagen · Zona Franca
The second site, capturing users from the southern area and the wider metropolitan region.
"The 2019 Special Days were the most productive I can remember. The diary was full from day one. The quality of the leads coming from Google was especially good because they were people who already knew which model they wanted."
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