Luxury Car Dealer Using Google Ads for Brand Awareness

Industry: Automotive (Luxury Cars in Dubai)

Goal: Build brand prestige for a new Ferrari launch.

 

Mistakes:

Platform Misalignment: Used Google Search Ads for broad keywords like “fast cars” instead of Programmatic Ads on luxury platforms (e.g., Robb Report).

 

No Video Strategy: Ignored YouTube’s potential for high-impact video campaigns.

 

Poor Audience Segmentation: Targeted all age groups, including irrelevant audiences.

 

Results:

CTR: 0.5% (low for a luxury audience).

 

CPM: $45 (2x higher than Programmatic Ads).

 

Brand Recall: Minimal impact; 70% of clicks came from non-affluent users.

 

Lesson:

Luxury branding demands premium placements (Programmatic/YouTube) and exclusionary targeting to filter non-UHNWIs.