Retail Renault Group – Improving YOY performance with Marketing Services
Retail Renault Group offers a range of new and approved used Renault, Dacia, and Alpine vehicles throughout its network of UK dealerships. In December 2022, Retail Renault Group launched their new fully commerce-enabled website platform with Keyloop. Wanting to immediately drive performance of the website, the group invested in Keyloop’s full suite of marketing services; Search Engine Optimisation (SEO), website enhancements, Pay Per Click (PPC) and paid social advertising. Thanks to evolving activity and collaboration between Retail Renault Group and Keyloop’s Marketing Services team, website performance has continually improved, with 2024 being the best on record.
Challenge
After introducing Keyloop’s Marketing Services in late 2022, Retail Renault Group achieved remarkable success, including maintaining a cost per acquisition of under £10 across all marketing activities. Building on this momentum, the group aimed to achieve even greater results in 2024. However, with the market continuing to evolve and the Nissan franchise transitioning to a service-only model, the strategy required a shift. The new focus centred on strengthening the performance of both new and used vehicle sales for the Renault, Dacia and Alpine brands.
Solution
Our Marketing Services team employed strategic initiatives to drive lead generation and transactional growth, with a strong emphasis on enhancing new and used vehicle performance across Keyloop’s suite of Marketing Services.
The PPC team spearheaded efforts by restructuring and optimising core Google search campaigns while introducing Performance Max with vehicle feeds (otherwise known as VLA) to support used vehicle activity in April 2024. Retail Renault Group became the first customer to go live with this product during Google’s closed beta programme. As a result, their total cost-per-acquisition decreased by 74%. Fuelled by this immediate success, Performance Max with vehicle feeds was expanded to support new vehicle campaigns two months later.
To boost SEO performance, the team overhauled strategies for both new and used vehicles. For used vehicles, we focused on improving local SEO performance, enhancing page relevance, and strengthening SERP rankings. For new vehicles, the approach prioritised topic-led content creation to align with Google’s EEAT algorithm, driving improved rankings and organic visibility.
In social advertising, efforts centred on driving used vehicle performance through Meta’s Auto Inventory Ads. This channel allowed Retail Renault Group’s physical inventory to be seamlessly integrated into consumers’ Facebook and Instagram feeds, mirroring the vehicle feeds functionality of Google’s Performance Max campaigns.
Impact
Since partnering with Keyloop’s Marketing Services team, Retail Renault Group has achieved significant year-on-year improvements across all digital marketing channels. Website visits increased by 30%, total leads grew by 26% with valuations surging by 49%. Online transactions rose by 13%, while cost-per-acquisition further decreased by 8%.
Paid advertising through PPC and social channels delivered outstanding results. Comparing 2024 to 2023, the cost-per-acquisition dropped by over 45%, while the conversion rate saw an impressive 130% increase.
SEO performance also saw significant growth, with organic traffic and leads increasing year-on-year. Organic leads grew by 13%, and organic transactions rose by 8%.
Impact in numbers
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130%
increase in PPC conversion rates
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13%
increase in online vehicle sales
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45%
decrease in paid cost per acquisition
Investing in Keyloop’s Marketing Services has been a game-changer for the business. The team’s strategic approach, from rearchitecting our SEO strategy to launching Performance Max with vehicle feeds, has significantly boosted our lead generation and overall performance. Thanks to their expertise, we’ve seen remarkable year-on-year improvements, especially through the medium of paid marketing. Website visits are up 30%, total leads have increased by 26%, and online vehicle purchases have grown by 13%. The results speak for themselves, and we’re excited to continue building on this success in 2025.