“We were delighted with the support that we received from the team at Zesty throughout this project. This was a large complex restructure of our PPC accounts and the team at Zesty were very attentive from the beginning. They took a lot of time to understand our requirements in detail, which streamlined the process. The project was completed on time in a very professional manner and the support from the knowledgeable and experienced team at Zesty was invaluable throughout. We are very happy with the results of this project and really enjoyed working with the team at Zesty!” - Christine Grant, Head of Group Marketing
Agnew
Improving ad efficiency and reach for one of Northern Ireland’s top retailers for quality new and used cars, achieving a 13% drop in cost per conversion.
What we did:
- Stakeholder Engagement
- PPC Audit
- PPC Account Restructure
- Account Management
The Client
Agnew is one of Northern Ireland's largest and used car dealerships, representing a wide range of premium car brands including Audi, BMW, MINI, Mercedes-Benz, Porsche, Volkswagen, and Volvo.
With over 90 years of experience and a well-established reputation for outstanding customer service, Agnew saw the opportunity to strengthen their digital presence.
The Brief
Agnew were managing nine separate PPC accounts across their network of brands and dealerships, making reporting complex, campaign management time-consuming and performance harder to scale.
Zesty partnered with Agnew to streamline this set up and equip their team with the tools and confidence to manage the account moving forward.
What We Did
Following an initial meeting with the Agnew team, we completed a comprehensive PPC Audit, sharing our findings and recommendations. This included:
- Account structure review
- Remarketing list assessment
- Keyword analysis
- Landing page performance evaluation
- Ad copy review
- Bidding strategy adjustments
From there, we implemented a new campaign structure built around three key priorities: consolidation of ad groups, landing page alignment and smarter optimisation.
By consolidating into broader, more strategically defined campaigns we improved budget allocation and campaign efficiency. Each campaign was paired with a relevant landing page, aligned closely with user intent, improving both user experience and conversion rates. This new structure gave us stronger campaign volumes, enabling more effective optimisation and with better data and clearer signals, we could test and refine ad copy, keyword targeting, and landing page performance with greater impact.
Over the three-month project, we worked in structured sprints alongside the Agnew team, combining insights, and data to keep the campaigns responsive and results focused.
Results
As a result of the project, Agnew have confirmed that the account and campaigns have become significantly more streamlined, improving the ability to manage these more effectively.
This has created efficiencies and given Agnew the ability to view all keywords and campaigns together, avoiding keyword overlaps or competition between brands that previously were not easy to identify, as well as being able to implement and apply account-wide changes instantaneously to all campaigns.
Overall the cost per conversion has reduced by 13% (based on June 2025 YOY)
