Case Study: Williams Subaru achieves 13% website goal completion and 31% lead-to-purchase conversion with Facebook

Driving sales on Facebook with a 2-phase awareness and direct response campaign

Williams Subaru, a family-owned dealership in Charlotte, North Carolina serving the Carolinas since 1937, set out to build local awareness and drive sales for the new 2017 Subaru Impreza. The dealership’s challenge was to identify the most effective ad creative and formats to reach a local audience and convert awareness into showroom visits and purchases.

Partnering with Netsertive, Williams Subaru ran a three-month, two-phase Facebook campaign: a two-month awareness push using carousel, link ads and a fullscreen Canvas, followed by a one-month lead-generation phase with retargeting and lookalike audiences. By testing lifestyle versus product shots (bright product shots won) and tracking conversions with the Facebook pixel, the campaign achieved 47% of potential reach, a 13% website goal completion rate from Canvas CTA clicks, and converted 31% of leads into purchases (16 leads produced 5 Impreza sales in one month).

Williams Subaru

JP Christy

General Manager