Bobcat wins paid search with promotional ads

Bobcat needed to optimize their paid search efforts, but local dealers were hesitant to participate. So, Ansira stepped in to help strategically test promotional ads against evergreen creative, yielding game-changing results that drove dealer engagement.

Bobcat needed to optimize their paid search efforts. They wanted to shift their strategy from evergreen content to promotional creative to see if pricing-specific campaigns would yield better results.

However, local dealers were uncertain of how these promotions would perform, resulting in low participation in paid search campaigns.

With the help of Ansira, Bobcat organized a strategic test campaign involving 100 local dealers — 50 dealers would run promotional ads, while the other 50 would launch evergreen creative.

This A/B test would take place over a 3-month period during their peak season in Q2.

Within a few weeks, the winning strategy was clear, with promotional ads performing significantly better than evergreen campaigns:

• 97% more impressions
• 55% increase in conversions
• 51% rise in clicks
• 88% surge in leads
• 51% uptick in calls

As a result of these game-changing numbers, more local dealers opted into Bobcat’s paid search initiatives.