How Gaffney Buick GMC Leveraged Fullpath Digital Advertising to Out-Market the Competition

Traditional digital advertising tactics won’t cut it for dealerships looking to stay competitive in today’s market. AI-powered digital marketing tools have taken dealership digital marketing to the next level by enabling dealers to leverage their data for precise hyper-personalized targeted campaigns based on customer demographics, interests, and behaviors.

As a small automotive dealership in the middle of two major markets in South Carolina, Gaffney Buick GMC understood an effective digital marketing strategy was imperative to reaching more shoppers with valuable, relevant campaigns at every stage of the sales funnel and encouraging them to choose Gaffney over their competitors. 

With Fullpath Digital Advertising in place at the dealership, in just a few short months, Gaffney Buick GMC enhanced its customer engagement, increased its brand visibility, and executed targeted marketing campaigns that brought in more quality leads at a lower CPL. 

Make a Good Impression

The true power of Fullpath’s AI-powered digital ads platform is its ability to create campaigns at a scale and optimize them around the clock at a pace that no human can possibly match. 

This technology transformed Gaffney Buick GMC’s digital marketing efforts, creating an impact they never believed possible. In the second half of 2023, Fullpath Digital Advertising helped the dealership launch nearly 11.5 thousand ads across multiple platforms, resulting in 1.36 million impressions and 34.5 thousand page views, 39% of which were VDPs.   

From September 2023 to February 2024, the dealership saw an 81% increase in ad clicks, with a 7% increase in one month’s time from January 2024 to February 2024.

Clicks Are Nice, But Leads Are Better. 

Clicks are a relatively useless metric in digital advertising, as they show little beyond basic engagement. While Fullpath Digital Advertising measures clicks, the platform is ultimately designed to optimize for leads. By leveraging AI and machine learning, Fullpath monitors and optimizes campaigns for leads at all times by automatically reallocating ad budgets to support lead-generating campaigns. 

From July 2023 to the end of the year, the dealership experienced a 192% increase in leads, with a massive spike from November to December, when they experienced a 36% increase in one month alone. 

At What Cost? 

Through Fullpath’s campaign optimization, Gaffney Buick GMC successfully reduced its Cost Per Lead (CPL), making its campaigns more efficient and effective. From July to December 2023, Fullpath helped Gaffney reduce its CPL by 67%, allowing it to do more with its marketing budget.   

“Fullpath has significantly boosted Gaffney Buick GMC’s digital marketing efforts by leveraging innovative strategies and advanced customer data mining techniques. The dealership has experienced enhanced customer engagement, increased brand visibility, and more targeted marketing campaigns tailored to our audience’s preferences,” said Earl Wheless, Internet Sales Manager at Gaffney Buick GMC.  

“We could never achieve our goals with the same old traditional digital marketing efforts. We are moving in the right direction, and it is getting better monthly as the AI continues to learn our market and customer database.”