CLIENT CASE STUDY

Bobcat wins paid search with promotional ads

Bobcat needed to optimize their paid search efforts, but local dealers were hesitant to participate. So, BrandMuscle stepped in to help strategically test promotional ads against evergreen creative, yielding game-changing results that drove dealer engagement.
97%
more impressions
88%
more leads
55%
more conversions
Fortune 1000
Paid Media
THE CHALLENGE

Bobcat needed to boost paid search campaigns and 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.

THE SOLUTION

Promotional ads led to next-level performance

With the help of BrandMuscle, 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.

Headquarters Location
West Fargo, ND 
Number of Affiliates
700
Number of Employees
4,800
Industry
Manufacturing
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