Case Study: Planet Automotive achieves 478% higher CTR and 13% lower ad spend with WordStream

How One Car Dealership Increased CTR by 478% & Decreased Spend by 13%

Planet Automotive, a Colorado-based Honda and Hyundai dealership, faced stiff local competition and limited marketing resources—one three-person team led by Marketing Director Michael Strasburger needed to improve paid search performance and better track conversions. With dozens of nearby dealerships and crowded search results, the dealership’s previous, overly broad AdWords setup wasn’t delivering.

Working with WordStream, Michael rebuilt his account into model-specific campaigns and focused ad groups, adopted the 20 Minute Work Week for weekly optimizations, and prioritized higher Quality Scores by removing low-performing keywords and ads. The changes drove a 478% lift in CTR (from 0.46% to 2.66%), a 13% reduction in spend, an 8% drop in bounce rate, and the team began tracking conversions to measure continued performance.

Planet Automotive

Michael Strasburger

Marketing Director