Paid campaigns that more than doubled leads for a car venue.

Delivered by Agency51, the PureNet Group’s digital marketing agency.

The challenge

The Motorist brings people together over great cars, food and atmosphere. It hosts car-themed events and has a restaurant, a café, a garage and body shop, corporate space, and a popular wedding venue.

Despite its popularity it wanted more new customers: more awareness of its events, more restaurant bookings, bigger crowds at car events and a larger corporate events programme.

The project

Agency51 ran paid campaigns on Google Ads and social media:

• Google Ads: Search, Performance Max, with asset groups by audience interest, and Demand Gen
• Meta: lead generation, brand awareness and event promotion, targeted by interest, a 2% lookalike audience and retargeting of The Motorist’s Mailchimp list
• LinkedIn: lead generation ads for corporate clients

Location targeting varied by goal: nationwide for some events, tighter radiuses for smaller events, car storage and the restaurant. Creative matched each campaign, with photos of the restaurant, events and garage, YouTube video where it fitted, and image carousels on Meta.

Timing mattered too. Restaurant and weekly event campaigns ran all the time, while campaigns for bigger events ran for a month or more beforehand.

The results

Impressions and clicks on Google rose sharply, and Meta drove more interaction with event pages. Garage campaigns brought a surge of bookings, which in turn lifted event attendance and restaurant reservations. Leads rose 125.5%, website interactions 448%, users 78% and new users 77%.

Agency51 continues to test lookalike audiences and remarketing to customer lists on Google and Meta, and to make more of The Motorist’s photography and video.