CLASSIC CAR BUYER LTD
Google Ads & Facebook Ads
Discover how One PPC helped Classic Car Buyer Ltd drive consistent enquiries from owners of classic cars, dominate high-value search terms, and build a steady pipeline of quality leads through Google Ads.
CLASSIC CAR BUYER LTD
Back Story & Challenge
Classic Car Buyer is a UK-based specialist service that purchases classic cars directly from private owners, offering fast valuations and quick sales. As a newer company, they never had an established reputation offline
Classic Car Buyer is part of the CamperBuyer group, created to specialise in purchasing classic vehicles across the UK. When launched, the brand needed immediate visibility in Google Search to compete against established buyers and auctions.
While CamperBuyer campaigns were already performing strongly, Classic Car Buyer’s Google Ads account was new, without any performance. The challenge was to replicate group-wide success while tailoring campaigns to the classic car niche.
Following our initial review and analysis, we created a new account implementation plan that included:
- Quickly identify the correct target audience within Google Search
- Dominate the top ad position while achieving an agreed target CPA of £18 per lead.
- A unified and consistent approach was planned across Google and Facebook
Solution
We applied our tested framework from CamperBuyer, adapting it specifically for the classic car market.
Campaign Restructure: Built campaigns around “sell my classic car” searches and marque-specific terms (Jaguar, MG, Porsche, etc.) to increase relevance and Quality Score.
Keyword Strategy: Prioritised high-intent searches while cutting wasted spend on generic terms that weren’t producing enquiries.
Geo Targeting: Focused on nationwide coverage with bid adjustments for high-supply regions.
Ad Messaging: Highlighted fast valuations, fair prices, and expertise in classic cars — differentiating from auctions and dealers.
Conversion Tracking: Implemented end-to-end tracking of forms and calls to measure enquiry quality and optimise around serious sellers.
Types of Campaigns:
Google Search
Captured high-intent “sell my classic car” searches.
Targeting Competitor
Targeted users searching for alternative buyers.
Microsoft Ads
We replicated and adapted this successful approach to Microsoft Bing Ads.
Remarketing Ads
Retargeted previous website visitors with tailored messaging to increase conversions.
Facebook Engagement
Targeted users who interacted with the Facebook and Instagram pages or ads for a medium to longer term period.
Lookalike Campaigns
Tested audience size vs. similarity to maximise leads and sales, starting with smaller audiences and scaling up for growth.
Interest-Based Campaigns
Reached cold audiences by testing single and combined interests, layered with demographic filters to refine audience quality.
Remarketing Ads
Targeted recent website visitors on Facebook who hadn’t made a decision—driving buyers through the funnel.
Strategies
We built the account structure to enhance quality scores and obtain a lower cost per click. This led to a stronger return on investment and generated tens of thousands of leads—significantly increasing CamperBuyer’s online visibility.
Google Search Campaigns:
- Standard Search: Targeted high-intent keywords with tightly themed ad groups and optimised text ads
- Ad Creation: Relevant Ads highlighting core parts of business offer and test which copy has the highest CTR and conversion rate.
- RLSA: – Targeted past website visitors as they searched again, using broader keywords and higher bids to increase conversion likelihood
Following strong Search campaign results, Classic Car Buyer requested expansion into the Google Display Network. We began with remarketing campaigns and then built a full-funnel structure using advanced audience targeting:
Google Display Network Campaigns:
- Remarketing: Re-engaged past website visitors using a 30-day campaign, with an additional funnel targeting users up to 540 days
- In-Market Audiences – Focused on users actively researching Campers and Motorhomes
- Similar Audiences- Tested audiences closely resembling past converters to find new high-performing segments
After the success with Google, Classic Car Buyer Ltd was keen to start advertising on Facebook. In order to tackle this challenge, a few personas for testing ads and targeting had to be created, and campaigns that targeted cold traffic vs warm traffic were set up. These actions have produced thousands of new leads for Classic Car Buyer Ltd since we began our partnership, a dramatic increase. The next step was the introduction of cold and warm audience campaigns as follows:
Lookalike campaigns:
For targeting people on Facebook who are most similar to website users or email lists. We tested audience size vs similarity to achieve the most leads better than the target CPA.
Facebook Leads Ads vs Website Conversions Objective:
We tested targeting and ad copy with different campaign objectives to see which one would give the most qualified leads for the best CPA. We created an advanced form as part of the Facebook Lead Ad with detailed questions to match the website contact form to ensure qualified leads.
Interest-Based campaigns:
New campaigns were created and implemented targeting cold audiences with interests around classic and vintage cars. We tested single interests vs combined interests, layered with other targeting options such as demographics.
Engagement campaign:
Targeting people who had engaged with the advertiser’s Facebook Page, Instagram Page and Ads. After only one month, the Interests and Lookalike campaigns were generating a great deal of traffic and sales, and the ads and social pages were providing multiple ways to engage with warm traffic.
Remarketing Campaign:
Re-target past website users, as well as the email contact list, by showing them ads on Facebook. Set up with Mailchimp using Facebook integrations for 2 two-way sync of emails contacts. Also, set up Zapier to send leads from Facebook Lead Ads to the company email as a lead.
This approach has driven significant results for Classic Car Buyer Ltd during the time we have been working together, with consistent Facebook advertising that has been developed with an increased budget as the positive results were continuously delivered.
Results
After the success of the CamperBuyer and CaravanBuyer campaigns, a third business—ClassicCarBuyer Ltd—was launched. We applied the proven campaign model to the new brand, adapting the structure to suit its specific audience and product offering. More recent brands include DefenderBuyer, HorseandBoxes.com and PorscheBuyer
Since working with Classic Car Buyer Ltd we have:
Dominated the top ad position for the top keywords in Google Search with Google Ads
Achieved a Facebook CPA of £5 per lead
Cold Traffic on Facebook responsible for most leads of Facebook.
Driven 220,000 Website Visitors from Facebook Ads
Implemented full-funnel Facebook campaigns using a range of targeting strategies
Created consistent and high-performing ad creatives focused on core USPs and brand messaging
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