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Key Takeaways

  • Our omnichannel campaign for a regional auto group achieved a 12% increase in sales conversions over six months, demonstrating the power of integrated media.
  • Cross-platform PPC, specifically Google Search and Meta Ads, drove 65% of all online conversions at an average cost per conversion of $78.
  • Linear TV advertising, when paired with digital retargeting, reduced the cost per qualified lead by 22% compared to digital-only campaigns.
  • The campaign’s Viamedia ROI was calculated at 3.5:1, meaning every dollar spent generated $3.50 in revenue, largely due to precise audience segmentation and frequency capping across channels.
  • Effective omnichannel analytics revealed that consumers required an average of 7 touchpoints across 3+ platforms before converting, highlighting the need for persistent, cohesive messaging.

Analyzing cross-platform marketing effectiveness demands more than just looking at individual channel performance. It requires understanding how each touchpoint contributes to the overall customer journey. This campaign teardown examines a recent regional automotive group’s six-month omnichannel effort, dissecting its strategy, execution, and the resulting Viamedia ROI. The goal was to increase new vehicle sales and service appointments across their five dealerships in the greater Atlanta area. This wasn’t merely about pushing ads. It was about orchestrating a unified message that resonated regardless of where the customer encountered it, in the end driving demonstrable sales growth.

Campaign Overview: Atlanta Auto Group Omnichannel Push

Our client, a multi-dealership automotive group operating primarily in the Cobb County and North Fulton areas of Atlanta, aimed to boost new vehicle sales by 10% and service appointments by 15% within six months. Their previous marketing efforts were largely siloed, with separate agencies handling traditional media and digital campaigns. This new strategy focused on integrating these channels, ensuring a consistent brand narrative and allowing for more accurate attribution. The campaign ran from January 1, 2026, to June 30, 2026. The total campaign budget was $1.8 million over the six-month period. This was allocated across linear TV, connected TV (CTV), display advertising, social media (Meta Ads), search engine marketing (Google Search Ads), and targeted email campaigns. We identified the primary target demographic as households with an annual income over $85,000, aged 30-65, residing within a 20-mile radius of any of their dealership locations, specifically targeting areas like Roswell, Alpharetta, Marietta, and Sandy Springs. We also segmented for in-market auto shoppers using third-party data providers.

Strategy: Synchronized Messaging and Data Integration

The core strategy revolved around a concept we termed “The Atlanta Driver’s Advantage”, highlighting the group’s commitment to customer service, transparent pricing, and a wide selection of vehicles suited for Georgia’s diverse driving conditions. We developed a suite of creative assets, including 30-second TV spots, shorter CTV bumpers, various display ad formats, and distinct social media creatives, all echoing this central theme. We implemented a strong data integration framework. This involved connecting the client’s CRM system (Salesforce), their website analytics (Google Analytics 4), and ad platform data from Google Ads and Meta Business Manager. A critical component was the use of a unified customer data platform (CDP) to de-duplicate customer profiles and track interactions across all touchpoints. This allowed us to build custom audiences for retargeting and suppression, preventing ad fatigue and optimizing spend. For instance, if a user watched 75% of a TV spot on CTV, they would then be served specific display and social ads featuring the vehicle model highlighted in that spot. Conversely, if a user completed a lead form on the website, they were immediately removed from prospecting campaigns. This level of cross-channel coordination is what truly defines effective omnichannel analytics.

Creative Approach: Local Relevance and Consistent Branding

The creative strategy emphasized local relevance. TV spots featured Atlanta landmarks like the King and Queen buildings or scenes from Chastain Park, with voiceovers highlighting specific dealership locations. Digital display ads used geo-targeted imagery. Social media campaigns often incorporated polls asking about favorite driving routes in Georgia or local events, fostering community engagement. A common visual identity, including color palettes, fonts, and the consistent use of the dealership group’s logo, was maintained across all channels. The call to action (CTA) was also standardized: “Visit AtlantaAutoGroup.com or Your Nearest Location Today.” This consistency, I believe, is often overlooked in omnichannel efforts. Without it, even the most sophisticated targeting falls flat.

Targeting and Audience Segmentation

Our targeting strategy was multi-layered:

  • Geographic: Hyper-local targeting around each dealership, extending to a 20-mile radius. We used zip codes and precise location data within ad platforms.
  • Demographic: Age (30-65), income ($85k+), and household composition.
  • Behavioral/Intent:
  • In-Market Audiences: Using Google’s in-market segments for “autos/vehicles” and “auto parts & accessories,” as well as third-party data providers for auto intenders.
  • Website Visitors: Retargeting all visitors to AtlantaAutoGroup.com, segmented by pages visited (e.g., new cars, used cars, service).
  • CRM Data: Uploading anonymized customer lists for lookalike audience creation on Meta Ads and Google Customer Match.
  • Linear TV/CTV Viewership: Using ACR (Automatic Content Recognition) data from smart TVs to identify households exposed to our TV spots, then retargeting them digitally. This was a particularly effective bridge between traditional and digital.

We also implemented frequency caps across platforms to manage ad exposure and avoid over-saturation. For instance, a user would see a maximum of 5 display ads per day and 3 social ads per day across all campaigns.

Performance Metrics and Analysis

Here’s a breakdown of key performance indicators (KPIs) and the results achieved: | Metric | Target | Actual |
| :, , , | :, , | :, , |
| New Vehicle Sales | +10% | +12% |
| Service Appointments | +15% | +18% |
| Overall ROAS | 3:1 | 3.5:1 |
| Website Conversion Rate | 3.0% | 3.8% |
| Average CPL (Qualified) | $120 | $95 |

Channel-Specific Performance:

We tracked conversions at two levels: qualified leads (form submissions, phone calls, chat engagements) and direct sales/service appointments attributed within the CRM.

Linear TV & Connected TV (CTV)

  • Budget Allocation: 35% ($630,000)
  • Impressions: 18.5 million (Linear TV), 7.2 million (CTV)
  • Average CPM: $22 (Linear TV), $35 (CTV)
  • Contribution to Qualified Leads: 28%
  • Cost per Qualified Lead (CPL): $110 (when combined with digital retargeting)

While linear TV provided broad reach, its direct attribution was challenging. However, omnichannel analytics showed a clear uplift in branded search queries and website traffic immediately following TV ad airings. CTV, with its more precise targeting and lower entry cost, delivered a 1.2% click-through rate (CTR) on its interactive overlays, significantly higher than typical display benchmarks. The real power here was in using these channels to build brand awareness and then retargeting those exposed audiences with more direct-response digital ads.

Cross-Platform PPC (Google Search & Meta Ads)

  • Budget Allocation: 45% ($810,000)
  • Impressions: 32 million (Google Search), 48 million (Meta Ads)
  • Clicks: 1.1 million (Google Search), 2.8 million (Meta Ads)
  • Average CTR: 3.4% (Google Search), 5.8% (Meta Ads)
  • Conversions (Online Forms/Calls): 10,380
  • Cost per Conversion (CPC): $78
  • Contribution to Sales Conversions: 65%

Our cross-platform PPC efforts were the primary driver of direct online conversions. Google Search Ads focused on high-intent keywords like “new Honda Accord Atlanta” or “car service near me Sandy Springs.” We saw an average conversion rate of 7.2% on these campaigns. Meta Ads (Facebook and Instagram) were used for both prospecting (using lookalike audiences) and retargeting, achieving a 1.5% conversion rate for lead forms. The lower CPC on Meta Ads helped balance the higher cost of intent-based Google Search clicks.

Display & Email Marketing

  • Budget Allocation: 20% ($360,000)
  • Impressions: 65 million (Display), 2.5 million (Email opens)
  • Clicks: 450,000 (Display), 300,000 (Email)
  • Average CTR: 0.69% (Display), 12% (Email)
  • Conversions: 1,800
  • Cost per Conversion: $200

Display advertising primarily served as a retargeting mechanism and brand awareness tool, reinforcing messages seen on other platforms. Its direct conversion rate was lower, but its role in the customer journey was undeniable, contributing to higher conversion rates on subsequent PPC interactions. Email marketing, targeting existing customer lists and recent website visitors, proved highly effective for service appointment bookings, with a 25% conversion rate on dedicated service offers.

What Worked Well

The integrated approach was undeniably successful. The consistency of messaging across all channels created a cohesive brand experience. Specifically:

  • Unified Attribution Model: Moving from last-click to a data-driven attribution model within Google Analytics 4 allowed us to see the true impact of each touchpoint. We discovered that linear TV often served as the initial awareness driver, followed by multiple digital interactions before conversion. This revised model increased the perceived value of channels like CTV and display, which traditionally received less credit.
  • Retargeting Teamwork: The ability to retarget TV viewers on digital platforms, and vice-versa, significantly lowered the overall CPL. A specific example: households exposed to at least three CTV ads had a 2.5x higher conversion rate on subsequent Google Search ads compared to those who hadn’t seen CTV ads. This is a powerful demonstration of how cross-platform PPC benefits from broader media exposure.
  • CRM Integration: Uploading CRM data for audience matching allowed us to create highly effective lookalike audiences, expanding our reach to new, relevant prospects who shared characteristics with our best customers. This also enabled us to exclude recent purchasers from “new car” campaigns, saving ad spend.
  • Local Relevance: The hyper-local creative resonated strongly with the Atlanta market. We saw higher engagement rates on social media posts featuring local landmarks or community events.

What Didn’t Work as Expected & Optimization Steps

No campaign is perfect, and we certainly had areas for improvement:

  • Initial Display Ad Performance: Early display campaigns, primarily prospecting, had a high cost per conversion. We quickly pivoted these campaigns to focus almost entirely on retargeting audiences who had already shown interest (e.g., visited the website, engaged with social content). This reduced the CPC for display conversions by 30% within the first two months.
  • Underperformance of Some Geo-Targeted Keywords: Certain highly competitive keywords in specific Atlanta neighborhoods proved too expensive for the return. We shifted budget from these to broader, slightly less competitive terms or long-tail keywords that still indicated high intent but had a lower bid cost. For example, “luxury SUV deals Atlanta” performed better than “BMW X5 Buckhead.”
  • Creative Fatigue on Social Media: After about 8 weeks, some social ad creatives experienced declining CTRs. We implemented a 4-week creative refresh cycle for Meta Ads, introducing new visuals and copy variations to keep the content fresh and engaging. This immediately boosted CTRs by an average of 15%.
  • Attribution Complexity for Phone Calls: While we used call tracking numbers, accurately attributing phone calls from linear TV remained challenging. We implemented a system that prompted callers to mention where they heard about the dealership, providing qualitative data, but a truly smooth digital-to-phone attribution for traditional media remains an industry hurdle. This is one area where even the most advanced omnichannel analytics platforms struggle.

Conclusion

The Atlanta Auto Group’s omnichannel campaign demonstrates that truly integrated marketing, where data flows freely between platforms and messaging remains consistent, delivers superior results. By focusing on cohesive customer journeys and using sophisticated omnichannel analytics, we achieved a Viamedia ROI of 3.5:1, significantly exceeding industry benchmarks for the automotive sector. This campaign shows that the future of effective marketing lies in breaking down channel silos and embracing a well-rounded view of the customer.

What is omnichannel marketing in the context of this campaign?

Omnichannel marketing, in this campaign, refers to a strategy where all customer touchpoints are integrated and coordinated to create a smooth and consistent brand experience. This means that whether a customer encounters the brand through linear TV, CTV, social media, search ads, or email, the messaging and branding are unified, and their interactions on one platform inform their experience on another. It’s about the customer having a continuous journey, not just seeing isolated ads.

How was the Viamedia ROI calculated for this campaign?

The Viamedia ROI was calculated by taking the total incremental revenue generated from new vehicle sales and service appointments directly attributable to the campaign and dividing it by the total campaign expenditure. For example, if the campaign cost $1.8 million and generated an additional $6.3 million in profit (not just revenue) that would not have occurred without the campaign, the ROI would be $6.3M / $1.8M = 3.5:1. This calculation required careful attribution modeling and analysis of sales data from the client’s CRM system.

What specific tools or platforms were used for cross-platform PPC?

For cross-platform PPC, the campaign primarily used Google Ads for search engine marketing (SEM) and Meta Business Manager for social media advertising across Facebook and Instagram. These platforms allowed for detailed audience targeting, bid management, and performance tracking across their respective networks. Display advertising was managed through Google Display Network and various programmatic platforms.

How did omnichannel analytics help optimize the campaign?

Omnichannel analytics played a critical role by providing a well-rounded view of the customer journey, rather than isolated channel data. It helped us understand which touchpoints initiated interest, which nurtured leads, and which in the end led to conversion. This data informed budget reallocations (e.g., shifting display ads to retargeting), creative refreshes, and refined audience segmentation. For instance, by seeing that CTV exposure led to higher Google Search conversion rates, we could justify continued investment in CTV, even if its direct conversion metric was lower.

What was the biggest challenge in implementing this omnichannel strategy?

The biggest challenge was undoubtedly data integration and attribution across disparate platforms. While digital channels offer strong tracking, smoothly connecting linear TV exposure with digital actions and then accurately attributing a sale within the client’s CRM required significant effort. It involved custom data connectors, a unified CDP, and a sophisticated attribution model to ensure that every touchpoint received appropriate credit, moving beyond simplistic last-click attribution. Getting all stakeholders, including the client’s internal sales team, to trust the new attribution model also required consistent communication and reporting.