Smarter Paid Search Optimization Helps Honda Dealer Reduce Cost Per Conversion by 35%

The Challenge

Paul Moak Honda wanted to generate more leads and improve conversion efficiency from its paid search program without increasing overall investment. With campaigns spanning new vehicles, used vehicles, brand terms, dealership searches, and service, the opportunity was to identify where budget was producing the strongest results and shift spend toward the campaigns and channels most likely to convert.

Solution

Stream Companies took a performance-driven approach to optimizing Paul Moak Honda’s paid search strategy, reallocating budget away from broader, lower-efficiency campaigns and toward proven high-converting campaign types.

The strategy prioritized Brand Search, Dealership Search, and Performance Max while introducing Shopping campaigns for both new and used inventory to expand reach and create additional lower-funnel opportunities at efficient costs per click.

Key optimizations included:

• Reallocating budget based on performance: Spend on New Vehicle and Used Vehicle Ads was reduced by 67% quarter over quarter, allowing budget to shift toward more efficient opportunities. 
• Optimizing Brand Search: Even with 20% less spend, Brand Search continued to deliver significant conversion volume while becoming more efficient. 
• Expanding Performance Max: Audience targeting helped more than double click volume, increasing 128% quarter over quarter. 
• Launching new inventory Shopping campaigns: New Vehicle Shopping generated 3,394 clicks with 82% impression share, while Used Vehicle Shopping added another 645 clicks. Both campaigns delivered CPCs below $1.25.