When long-established automotive retailer Thurlow Nunn needed to improve lead quality and reduce acquisition costs, they turned to Kinase. In just three months, a data-led overhaul of their PPC strategy delivered a 26% increase in leads and halved cost per lead — all while laying the groundwork for even bigger gains ahead.

Context

Thurlow Nunn, a long-established automotive retailer, partnered with Kinase to strengthen its digital marketing performance in line with ambitious business growth goals.

Thurlow Nunn needed to improve the effectiveness of their paid media strategy. Despite strong investment, lead quality was poor, cost-per-acquisition was high, and attribution unclear - hindering growth across new and used car sales, as well as aftersales. A more data-led, targeted approach was essential.

Solution

The key lay in leveraging Thurlow Nunn’s data more effectively. While Google Ads was generating a reasonable number of conversions, too few were turning into meaningful, high-value sales.

Kinase proposed a data-led overhaul of the PPC strategy - focused on maximising business impact, not just lead volume. Our approach included:

Integrating CRM Data: By connecting their CRM to Google Ads, we could track each lead from click to sale, and optimise campaigns based on real sales outcomes - not just form fills
Intent & Value-Based Bidding: We adjusted bidding strategies to prioritise users showing high purchase intent, and weighted bids toward leads more likely to drive profitable new car sales
Touchpoint Attribution: We improved visibility across the full customer journey, assigning weighted value to each interaction to better reflect its impact on final sales
Enhanced Lead Scoring: Working with the internal Sales team, we introduced smarter lead scoring to reduce junk leads and focus budget on high-potential buyers

This enabled a shift away from chasing lead volume toward driving better-quality, higher-value conversions - particularly in the high-margin new car segment.

Results

Just three months in, and there has already been a shift in Thurlow Nunn's performance.

Kinase moved campaigns from manual CPC to tCPA bidding, using a qualified lead conversion action from GA4. The early results have been strong:

+26% increase in leads
50% drop in cost per lead

By focusing spend on higher-quality, conversion-driven clicks, we’ve laid a strong foundation for further gains. In the coming weeks, with car sales leads and actual sales data feeding into Google Ads, we’re set to unlock even greater value by optimising to real business outcomes.

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