classiccarbuyer.co.uk

SITUATION

Classic Car Buyer Ltd is a UK-based specialist service focused on purchasing classic cars directly from private owners, offering fast valuations and straightforward sales. Unlike established auction houses and long-standing buyers, Classic Car Buyer launched without an existing offline reputation or brand recognition, making immediate digital visibility critical.

As part of the wider CamperBuyer group, the objective was to replicate a proven acquisition model while tailoring it specifically to the classic and prestige vehicle niche, where buyer intent, search behaviour, and decision drivers differ materially from standard vehicle sales.

At launch, Classic Car Buyer faced several structural challenges:

• A brand-new Google Ads account with no historical data, quality scores, or performance signals

• An immediate need to compete against well-established buyers and auction platforms

• A requirement to dominate high-intent search terms while maintaining a strict target CPA of £18 per lead

• The need for a consistent, scalable acquisition strategy across Google and Facebook, capable of supporting both short-decision and longer-consideration sellers

To scale profitably from day one, Classic Car Buyer required a performance-led paid media and CRM framework built around intent, efficiency, attribution, and volume control.

SOLUTION

One PPC applied its proven CamperBuyer acquisition framework, adapting it specifically for the classic car market and deploying it across Google Ads, Microsoft Ads, Facebook Ads, and CRM-led automation. The strategy was designed to generate high-intent demand, convert it efficiently, and automate lead handling end-to-end—ensuring scalability without increased operational overhead.

Website & Conversion Funnel Build

We designed and built a conversion-focused website and funnel structure tailored to classic car sellers, with clear messaging and minimal friction. Key elements included:

• Dedicated valuation pages aligned to search intent and vehicle marques

• Clear calls-to-action emphasising speed, expertise, and fair pricing

• Mobile-first design to capture high-intent traffic from search

• Integrated forms and call tracking to ensure every enquiry was captured

This ensured paid traffic landed on pages optimised for conversion and data capture, not just aesthetics.

Google Ads Strategy & Account Structure

• Built tightly themed search campaigns around high-intent queries such as “sell my classic car” and marque-specific searches (e.g. Jaguar, MG, Porsche).

• Structured campaigns to maximise Quality Score, reduce CPCs, and secure consistent top ad positions.

• Removed low-intent and generic keywords to eliminate wasted spend and improve lead quality.

• Implemented nationwide geo-targeting with bid adjustments for high-supply regions.
  

Ad Messaging & Market Positioning

• Developed ad copy focused on key differentiators: fast valuations, fair pricing, and specialist knowledge of classic vehicles.

• Positioned Classic Car Buyer as a direct, expert alternative to auctions and traditional dealers—reducing friction and increasing seller confidence.
  

CRM Integration & Lead Capture Automation

We implemented a CRM-led acquisition framework to ensure no lead was lost and every enquiry could be measured and optimised:

• Automated lead capture from website forms, phone calls, social platforms, and email campaigns.

• All leads were instantly synced into the CRM, enabling real-time tracking, attribution, and performance analysis across channels.
  

Lead Qualification, Scoring & Assignment

• Built automated workflows to qualify leads based on engagement signals, source data, and user behaviour.

• Introduced a lead scoring model using actions such as page views, form submissions, and follow-up interactions.

• High-intent leads were automatically prioritised and routed for follow-up, improving sales efficiency and response times.
  

Automated Follow-Up & Nurture Sequences

• Deployed personalised follow-up sequences triggered by lead behaviour and timing.

• Ensured consistent, timely communication with sellers without manual intervention.

• Reduced lead drop-off while maintaining a clear and professional brand message.
  

Multi-Platform Expansion & Retargeting

• Microsoft Ads (Bing): Replicated and adapted high-performing Google Search campaigns to capture incremental high-intent demand.

• Competitor Targeting: Captured users actively searching for alternative buyers.

• Remarketing: Re-engaged undecided sellers across Google Display and Facebook using behaviour-based audiences.
  

Facebook Ads: Full-Funnel Execution

• Remarketing campaigns targeted recent website visitors who had not yet converted.

• Engagement campaigns reactivated users who interacted with Facebook and Instagram ads.

• Lookalike audiences were tested and scaled progressively to balance lead quality and volume.

• Interest-based campaigns reached cold audiences, layered with demographic and behavioural filters.

• Full-funnel sequencing ensured messaging evolved from awareness through to conversion.
  

Conversion Tracking & Performance Optimisation
Enabled optimisation around serious sellers and revenue-driving actions, rather than traffic or impressions alone. Implemented end-to-end conversion tracking for:

• Online valuation form submissions

• Phone call enquiries

IMPACT

The implementation of this strategy had a significant and measurable impact on Classic Car Buyer Ltd’s acquisition performance and operational efficiency.

• Lead capture automation, follow-up sequencing, and qualification workflows improved conversion efficiency and reduced manual handling

• Lead quality increased, enabling the sales team to focus on high-intent sellers rather than raw volume

• Consistent messaging and retargeting across platforms improved brand recognition and trust in a competitive market

Commercially, the framework delivered:

• Predictable lead volume at a controlled CPA (£18 per lead)

• Sustained top ad positions for high-value “sell my classic car” searches

• Scalable acquisition across Google, Microsoft, and Facebook without efficiency loss

By combining intent-driven paid media with CRM-led automation and attribution, Classic Car Buyer established a repeatable, scalable growth engine—one that could be deployed across additional brands within the group while maintaining profitability, transparency, and control.