As part of the SEAT Germany Dealer Search Strategy, for the first time a direct link between online generated leads, sales of new and used cars, along with Aftersales services was proven. In addition, SEAT achieved an increase in the visibility, and thus a better coverage of relevant search queries for participating dealerships.


  • Increase the visibility of local SEAT dealerships
  • Secure presence on first search results with local SEAT Dealerships on relevant searches
  • Demonstrate that the purchase of new cars, used cars, and services is due to the PPC campaign


  • Central Search Engine Advertising for SEAT Dealerships
  • AdWords ads with geo-targeting, click-to-call extension, Directions and tracking numbers
  • Tracking tool measuring online leads to sale
  • Ongoing optimization of campaigns


  • Local ad visibility: +95%
  • Every 2nd lead resulted in an appointment at the dealership
  • 12% of leads ended in a sale
  • Number of new customers among all generated customers: 95%
  • Cost per Lead: <33% of the expected cost
October 2016