How Equinox Growth rebuilt strategy, creative, and paid media execution to deliver stronger leads, better efficiency, and sustainable growth.
CLIENT:
Reydel Volkswagen of Edison
INDUSTRY:
Automotive
OVERVIEW:
Reydel Volkswagen of Edison partnered with Equinox Growth in December 2024 to rebuild their digital marketing performance after experiencing inconsistent results from their previous agency. Campaigns relied heavily on generic automotive creative, lacked local relevance, and delivered mixed lead quality.
Equinox Growth was appointed to redefine their digital strategy, introduce dealership-specific creative, and build a performance-led marketing framework aligned to real inventory, real customers, and real commercial outcomes.
OBJECTIVES:
- Improve lead quality and cost-per-lead efficiency
- Replace generic creative with authentic dealership content
- Increase showroom and service enquiries
- Strengthen local market visibility across Google and Meta
- Build a scalable, performance-driven digital marketing structure
OUR APPROACH:
Equinox Growth rebuilt Reydel Volkswagen of Edison’s digital marketing strategy with a performance-first, dealership-specific approach.
GOOGLE ADS
Search, Vehicle Listing Ads, and Performance Max campaigns were restructured around buyer intent, live inventory, and local demand to improve conversion efficiency and lead quality.
META ADS
Meta campaigns were rebuilt using dealership-specific creative, local targeting, and full-funnel structures to drive awareness, engagement, and enquiries.
CREATIVE & VIDEO CONTENT
On-site video content and custom ad creatives replaced generic assets, allowing Reydel Volkswagen of Edison to promote real vehicles, real staff, and authentic showroom branding.
PERFORMANCE OPTIMISATION
All campaigns were continuously tested and optimised across audiences, creatives, bids, and placements, supported by transparent reporting and strategic refinement.
RESULTS: (First 90 Days)
- +42% increase in qualified lead volume
- –31% reduction in cost per lead
- +55% increase in Vehicle Listing Ad engagement
- +47% improvement in Meta click-through rate
- Consistent month-on-month improvement in enquiry quality
KEY TAKEAWAYS:
This project demonstrated the impact of combining strategy, creative, and performance under a single, aligned approach. Replacing generic automotive advertising with authentic, dealership-specific content significantly improved engagement and lead quality.
Inventory-led messaging, supported by strong video and continuous optimisation, proved far more effective at capturing real buyer intent. Most importantly, consistent performance analysis and refinement ensured that early improvements translated into sustainable, long-term growth.
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