Bridgestone: How Bridgestone achieved a 2023% ROI with an innovative proximity-based SEM strategy

Bridgestone, an auto and truck parts manufacturer, increased conversion rates and leads volume in India by launching a location targeting campaign that served ads based on consumers' proximity to a Bridgestone dealership.

Campaign details

Brand: BridgestoneAgency: Whirlwind

Strategy

Objective

Bridgestone India had launched an ambitious initiative called the "Select Online Program" to help drive more O2O (online to offline) leads for its "Bridgestone Select" group of dealers. As part of this initiative, they had put in a lot of effort in bringing 70% of their select dealers online with published GMB (Google My Business) listings.

The goal now was to increase the overall online visibility and drive more leads for the select dealers. However, with tyres being a low margin business, Bridgestone had an aggressive CPL (cost per lead)...

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