Project NewDrive

Company: AutoPlanet

Date:

Channel: Google Search, Display Retargeting & Video

Objective

To capture the growing market of new immigrants in the Greater Toronto Area (GTA) by offering tailored vehicle solutions. The goal was to position AutoPlanet as the go-to dealership for newcomers needing reliable transportation and financing solutions, especially those facing challenges with limited or no credit history.

Campaign Design & Offer:

Recognizing that many new immigrants face the challenge of limited or no credit history, we crafted an offer that addressed this critical barrier by providing flexible financing options regardless of credit score. The offer was designed to create a welcoming, supportive experience for newcomers.

Offer:

“Special Offers for Newcomers – Flexible Financing Solutions, No Credit History Required!”

This offer not only highlighted AutoPlanet’s ability to help newcomers find the right vehicle but also emphasized our partnership with lenders who could provide loans to customers with no credit history or low credit scores, making it easier for them to finance their first vehicle in Canada.

Strategy:

The campaign used Google Search Ads with highly targeted keywords and personalized messaging to engage new immigrants looking for vehicles. Key aspects of the campaign included:

• Audience Research & Persona Development:
  Our research showed that many new immigrants struggle with securing auto loans due to limited credit history. We used this insight to guide our messaging and focused on offering credit-friendly financing solutions tailored to their needs.

• Keyword Strategy:
  We focused on search terms relevant to new immigrants facing credit challenges, such as “car loans for new immigrants,” “no credit car financing GTA,” and “affordable cars for low credit buyers in Toronto.” Long-tail keywords like “immigrant-friendly car dealerships in Toronto” were also used to capture niche queries.

• Ad Creative & Messaging:
  The ad copy emphasized our flexible financing options, stressing that no credit history was required to get a loan. Some of the ad headlines included:

  • • “New to Canada? Get a Car Loan with No Credit History at AutoPlanet!”
    • “Newcomer Special: Flexible Payment Plans, No Credit Required”
    • “No Credit? No Problem – Get Your First Car with AutoPlanet’s Flexible Financing!”

• Multilingual Campaign:
  We created multilingual ads in Mandarin, Punjabi, Tagalog, and Spanish, ensuring that we engaged diverse communities of immigrants across the GTA who might otherwise struggle to find financing options.

• Geo-Targeting & Budget Allocation:
  The campaign focused on high-immigrant areas such as Mississauga, Brampton, Scarborough, and North York, ensuring maximum visibility for relevant search queries in these areas. Budgets were allocated to target areas with higher concentrations of newcomers, optimizing reach and effectiveness.

Results:

The Google Search campaign targeting new immigrants delivered significant results, helping AutoPlanet reach a key demographic:

• Cost Per Click (CPC): $27, effectively capturing interest from new immigrants with flexible financing offers.
• Conversion Rate (CVR): 3.5%, reflecting a steady stream of leads converting to customers based on the credit-friendly offer.
• Cost Per Acquisition (CPA): $108, making the campaign highly cost-effective for engaging a niche audience.
• 1,200 new leads generated from the GTA within the first three months, many of whom were newcomers with limited or no credit history.
• 45,000 impressions delivered, ensuring strong visibility and brand awareness across the target region.

Conclusion:

By strategically addressing the credit challenges that new immigrants face, we positioned AutoPlanet as a trusted partner for newcomers seeking reliable vehicles and flexible financing options. This Google Ads campaign successfully generated strong interest and engagement, helping a key audience overcome barriers to vehicle ownership while growing AutoPlanet’s customer base in the GTA.