Toyota Center Göteborg: From guesswork to data-driven control
When you’re managing one of the world’s strongest automotive brands at a local level, simply driving traffic isn't enough. It requires relevance, precision, and tracking you can actually rely on. We teamed up with Toyota Center Göteborg when they were looking for a partner who could deliver real business value, a deeper understanding of their data, and more accurate advertising. We’re thrilled they chose us as their digital consultants for this journey.
Services
Strategy
Project Management
Data Analytics Dashboards
Google Ads
Solutions
Google Analytics 4
Data Analytics
Google Search Console
Google Tag Manager
Google Ads
Industry
Automotive
Car Sales
Car Service
The challenge: Finding the right path in a complex customer journey
The journey of buying or owning a car is rarely a straight line. It often begins with a feeling, evolves into research, and eventually lands in a booked test drive or service appointment. Toyota Center Göteborg had a digital presence that generated volume but lacked the transparency needed to see which investments were actually driving the business forward.
The challenge was to tidy up a historical account structure and replace "noise" with meaningful conversion points, all while optimising the budget to ensure every penny spent worked a little harder.
The solution: Restructuring Google Ads
Our work kicked off with a deep dive into the existing data. We quickly realised that to reach the next level, we needed to rebuild the structure from the ground up:
A strategic rethink of Google Ads: We shifted the focus from broad, expensive keywords to a strategy based on intent. By focusing on specific car models and local services, we created much more accurate advertising.
Technical tracking and GA4: We implemented a new measurement plan to capture the critical steps in the customer journey. This involved a total overhaul of how we measure conversions across the entire buying cycle, ensuring the data in Google Ads reflected reality.
Performance monitoring: To help the team make decisions in real-time, we built a custom dashboard linking marketing costs directly to actual business events.
Results: Quality over volume
By daring to narrow the funnel and focus on the most relevant searches, we saw an immediate shift in traffic quality. Instead of just looking at click counts, we focused on engagement – how long visitors stayed and how they interacted with the site.
"By clearing away inefficient keywords that consumed the budget without delivering quality visits, we were able to reinvest in the areas where Toyota Center Göteborg actually does business."
– Izabella Polner, Digital Consultant
Insights and progress
Even though our partnership has only just begun, we’re already seeing clear signs of more effective Google Ads advertising:
Increased relevance: Engagement time has increased significantly, showing that we are now reaching people genuinely interested in Toyota Center Göteborg’s offers.
Improved measurability: With a correctly set up GA4 environment, we can now isolate the channels contributing most to sales and service bookings.
Sustainable budgeting: By eliminating "dead capital" in the account, we’ve created a more cost-effective strategy that stands up to tough competition.
Want to know how we can help your business gain better control over your digital advertising?
Get in touch
Reach out to Jenny Mossinger, Head of Sales, for new projects or initiatives.
