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Case Study / Ford

Optimizing media investments in a highly competitive automotive market

Impact

In a highly competitive automotive search environment, Ford needed to maximize visibility while controlling acquisition costs.

We structured and continuously optimized search campaigns by aligning keywords, bidding strategies and messaging with consumer intent across the purchase journey.

This approach generated qualified volume while significantly improving investment efficiency.

Result over 900,000 clicks were generated, more than 300 million impressions were delivered and cost per click decreased by 32%. Proof that rigorous optimization can drive meaningful gains even in highly competitive environments.

Client Objectives

Your profitability Your growth

Services and Technologies

Media Activation and Performance Media and Adtech Data and Technology Marketing Performance Measurement

Industry

Automotive

The Mandate

Develop and optimize Ford Canada’s paid search strategy to increase qualified traffic to the website and strengthen the brand’s presence across search engines. The mandate involved managing a large ecosystem of campaigns, keywords, and ads across multiple advertising platforms while maximizing media performance throughout the automotive purchase journey. 

“
adviso is friendly-user, case-sensitive and cost-efficient.
”
Paul, Leader SVTMe, Ford
- 32%

average cost per click

The Challenges

Manage complexity at scale

Oversee a large volume of keywords, ads, and impressions. 

Stand out in a crowded market

Maintain strong visibility in a highly competitive environment.

 

Support the buying journey

Adapt campaigns to each stage of the consumer decision-making process. 

Keep pace with platform changes

Continuously evolve strategies as paid search practices change. 

In the most competitive markets, advantage comes not from greater presence, but from more relevant presence.

The Strategy

Activate a multi-platform presence

Deploy campaigns across Google, MSN, Yahoo, and Canoe Klix. 

Align marketing messages

Continuously adapt ad copy to promotional campaigns and other media activities. 

Optimize continuously

Adjust bids, keywords, and creative assets daily to maximize performance. 

Measure and guide performance

Produce dashboards and detailed reports to support ongoing optimization. 

Build internal expertise

Train teams on paid search tactics, strategies, and success factors. 

900K

clicks

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