Subaru launched a brand loyalty search campaign with help from Carmichael Lynch. The agency imported 10 years of Subaru owner data into its Google Ads accounts, and built campaigns and ad groups targeting high to mid-funnel competitive model keywords. Specific ad copy called out competitive advantages and sent traffic to a landing page comparing the searched-for model with the Subaru model. The test cost $10,000, compared with a multimillion-dollar search campaign. Subaru reported 3% click-through-rate, and 33% view local inventory conversion rate, about 200% higher than standard rates.
