How do you make paid search work dealership by dealership?

Berry BMW and MINI's retailers span Chiswick, Cobham, Croydon, Thames Ditton, Heathrow and Banstead, and each site needed to reach genuinely local, high-intent customers for its model launches, sales events and service offers.

We planned PPC strands geo-targeted to the postal sectors and mile-radius catchments around each dealership, rather than one blanket campaign for the group, layered with the audience segments that had already responded best - car, performance and luxury-vehicle enthusiasts.

Since 2022 we have run paid search per site for model launches and sales-event bursts for BMW and MINI in 2025. This involved a complimentary-servicing offer launched alongside the new X5 and, in 2025, a personalised-pricing aftersales campaign built on fresh keyword sets rather than the manufacturers' existing keyword bank. The 2023 model launch added Bing, Facebook, Instagram, LinkedIn and display alongside search, with aftersales messaging focused on genuine BMW parts and pricing by vehicle age.

The reporting told Berry something concrete. Dealership-name searches drove phone calls, while model searches drove browsing rather than calls. Engagement read ahead of projection too, with the X5 activity's click-through rate higher than expected.