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ycnega.meda@retep
(001) — Case
Branding
Performance
ikwilvanmijnautoaf.nl - Lead generation
More of the right leads, at a lower cost per lead, across every label.
DealerDirect's consumer brands run as one full-funnel operation, steered toward the leads worth most to the business.
+38%
Qualified leads
-27%
Cost per lead
+22%
Higher-value vehicles
01 / The Challenge
One brand, many markets.
What was happening
DealerDirect lets people sell their vehicle through an online dealer auction, under consumer brands like ikwilvanmijnautoaf.nl, across cars, motorbikes, campers, caravans, mopeds, bikes and commercial vehicles.
What made it complex
Every label is its own market. Several of them, like motorbikes, campers and caravans, peak in season and go quiet outside it. All under one brand and one budget that has to keep delivering quality leads, not just volume.
What needed to change
Run the full consumer funnel, branding and performance, as one operation across every label, steering on cost per lead and the quality of the leads coming in.
02 / The Approach
Inhale, Align, Flow.
Inhale
Understand
Mapped demand, seasonality and audience per vehicle label, and where brand and performance each move the seller funnel.
Align
Decide
Set priorities across labels and seasons under one consistent brand, deciding where to lead with awareness and where with direct lead generation.
Flow
Steer
Ran and optimised the full-funnel campaigns across all labels, shifting budget with the seasons toward the labels and leads worth most to the business.
03 / Results & Takeaway
Not more leads. Better ones.
Marketing impact
Brand awareness grew across the portfolio and lead volume held up through the seasonal dips, with budget following demand label by label.
Decision impact
Spend judged on cost per qualified lead, with budget moved between labels and seasons instead of spread evenly.
Business impact
Qualified leads up around 38%, cost per lead down about 27%, and a higher share of the vehicles worth most to the business.
Takeaway
Performance improves when budget follows demand and quality instead of a fixed split per channel.
Ready to bring structure to your marketing?
We start by understanding your brand, market and data, then set direction together. No loose projects, just one clear line.
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