How Paid Social Media Marketing Sold 44 Cars in 120 Days 

As a result of our work, Cassens & Sons saw a 224x return on investment during their slowest time of year

44 Cars Sold

$1,313,715.48 In Revenue

224x Return on Total Investment 

1251x Return on Marketing Ad Spend 

The Cassens & Drive Social Media Relationship

An award-winning dealership in Glen Carbon, IL, Cassens & Sons has a proven track record of success in providing the local community with quality automobiles and superior customer service. Cassens has used traditional mediums for advertising throughout their lifetime, but had yet to become fully immersed in paid social media advertising. That’s where we came in.

The goal for our work was obvious: sell more cars! 

Since trust looms large when it comes to major purchase decisions for consumers, we implemented a strategy that repeatedly positioned Cassens as not just the perfect place to get a great deal on a new or pre-owned automobile, but also as a reliable source of information on new vehicle options. 

Our Process

1. Identify the Target Buyer Persona

We were able to drop customers in Cassens’ inbound funnel at a consistent rate for years. We used data from their real customers to create an artificial intelligence audience that matched the same demographic information.

Once those users visited the Cassens’ website, provided their email address, or engaged with ad content, we again captured and segmented them into new audiences. These "Primary Audiences" were continuously retargeted with ads to keep Cassens top-of-mind for consumers.  

This gave potential customers an easy touchpoint with the brand. They could now see Cassen’s name and logo regularly, learn what they had to offer, and build a relationship with the brand — ultimately increasing their potential to convert into a new customer. Of the total purchases made, 89% came from Page Fans, Website Visitors, Social Engaged Users, and Email lists.  

Conversion by Audience Group

2. Create and Test Multi-Medium Content

Cassens & Sons shares a similar pain point with most dealerships — 78% of car shoppers use 3rd party sites as an online resource when shopping for a vehicle. We tested multiple creative mediums to see which one would be the most effective for driving conversions.

As we said earlier, we wanted to position Cassens as both a great place to buy a car AND a resource for information. We know from Marketing 101 that the most engaging content is valuable and educational and is accompanied by aesthetically pleasing imagery.

Facebook’s Canvas and Carousel ad mediums, coupled with traditional static ads, allowed us to test user response to informational content.  

Canvas Ads Drove 15 Car Sales Dealership websites have a tendency to provide cost values, but not values of vehicle features - and Cassens’ website was no different. Canvas ad formats are the ideal way to present this information without a website overhaul, due to the interactive nature and their ability to utilize more dynamic graphics. We canvas ads to showcase specific performance and safety features. 

The results were: · .$457,793 in Revenue · .$18.00 Ad Cost per Purchase · .28,013 Impressions · .$9.64 CPM · .70% of audiences viewed canvas · .17 sec. Average view time 

Carousel Ads Drove 11 Car Sales Carousel ads work well for showcasing multiple products within a specific category. We utilized carousel ads as way to showcase Cassens & Sons’ vast selection, vehicle variety, and accessibility of varied price points. 

These carousels resulted in: · $340,735 in Revenue · 4746 People Reached · 14,551 Impressions · $18.56 CPM 

Static Ads Drove 18 Car Sales We also used static ads to collect data or promote other offered services. 

These ads resulted in: · 515,187.48 in Revenue · 8058 People Reached · 39,371 Impressions · $12.95 CPM

In all creative mediums, we used a/b split-testing to discover content topics relevant to the Cassens audiences.

Our main tests positioned general inventories against singular focuses on their top-selling new models. The majority of purchases were driven by content that showcased the wide inventory and selection of products offered at the dealership.

Conversion by Content Topic

3. Match Actual Purchases with Ad Performance

The same way we used customer purchase data to create our top-of-funnel audiences, we also used data from customer purchases to draw direct correlations between marketing messages & sales.

 Using Facebook's Offline Conversions tool, we matched the purchase data from Cassens & Sons' CRM with social media users that saw Cassens' ads on both Facebook & Instagram.  

For every $1 Cassens spent on their advertising strategy, they received $1251.16 in return. Including all of their social media marketing costs, Cassens saw a 224x return on their marketing investment. Not to mention - it was all during their off-season from January to April!  

Driving results in just 120 days!


44 Cars Sold 

$1,313,715.48 In Revenue  

$23.86 Cost per Purchase

224x Return on Total Investment

1251x Return on Ad Spend

13,672 Total People Reached

81,935 Total Impressions

$12.82 Total CPM 

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