Building a Digital Acquisition System for a Used Car Dealership

The client

Raitzin Motors is a used car dealership in San Carlos de Bariloche, Argentina. Its business is buying and reselling used vehicles. In a local, high-ticket market, a steady flow of potential buyers is at the core of the commercial operation.

When the project started, Raitzin had just launched a new website and needed to build, from scratch, a digital structure able to generate demand, measure it and turn it into sales opportunities.

The business problem

Before the project, digital acquisition had little structure. On Meta, advertising relied mostly on profile boosts, with no campaign architecture designed to generate sales opportunities. Leads were expensive and the flow of inquiries was hard to predict.

The new website had no measurement in place — no GA4 setup and no event tagging to show which traffic sources were generating inquiries. And the site was starting from a practically non-existent organic position, with room to improve in both technical and on-page SEO.

That translated into:

• expensive leads;
• little predictability in the flow of inquiries;
• low local organic visibility;
• no traceability of user behavior;
• no way to tell which channels generated leads from the website;
• reliance on isolated digital actions instead of a shared acquisition system.

The challenge wasn’t simply to drive more traffic, but to build a measurable digital acquisition infrastructure.

The goal

• More qualified leads at a lower acquisition cost, prioritizing users with real intent to get a quote and buy.
• More local organic traffic and rankings, building presence for both branded and non-branded searches.
• Traceability across the acquisition process, to identify which channels and actions generate sales opportunities.

What we found

There were gaps in practically every layer of acquisition:

• Paid media: there was spend, but no professional campaign structure built around commercial intent.
• Analytics: the new site had no GA4 and no conversion events, so there was no reliable source to analyze user behavior or lead origin.
• SEO: the project was starting almost from zero. The site needed its technical foundation fixed, better on-page optimization and consistent content.
• Local presence: the Google Business Profile had clear room for optimization.

The opportunity: bring paid media, SEO, analytics and local presence together into a single acquisition system.

The strategy

The project was organized on five fronts:

Each channel was designed around a different journey. Google Ads captures active demand and sends it to the website. Meta Ads removes friction by sending users straight to WhatsApp. SEO and organic social bring traffic to the site, where lead actions are measured with GA4 and GTM.

What we built

The results

Early results after roughly two months of work:

• ~40% lower cost per lead, with a constant ad budget;
• a steadier, more predictable flow of potential buyers;
• higher-quality inquiries, from users showing stronger intent to get a quote and buy;
• sustained growth in organic visibility from a site that started almost from zero;
• ~200% month-over-month growth in organic impressions during the period analyzed;
• visibility for both branded and non-branded searches;
• AI visibility: Raitzin already appears in AI-generated answers and is recommended by them;
• full traceability of lead actions generated on the site through GA4 and GTM.

The client also reports better closing rates and faster vehicle turnover. However, final sales aren’t yet integrated with analytics in a structured way, so we treat that impact as qualitative commercial evidence — not revenue attributed to each channel.

Timeline

1. First weeksGA4 and GTM setup, initial Google Ads and Meta Ads structure, SEO audit and Google Business Profile optimization.
2. Months 1–2Ongoing campaign optimization, technical and on-page SEO fixes, launch of the weekly content model and tracking consolidation.
3. From then onProgressive growth in paid media, SEO and measurement on top of an established digital infrastructure.

The project is still at an early stage: current results reflect about two months of work.

Business impact

Raitzin went from isolated digital actions to an acquisition system made up of paid, organic and measurement channels. It can generate inquiries more predictably on the same investment, while lowering the cost per opportunity and improving the commercial intent of each contact.

At the same time, SEO is becoming an acquisition asset the dealership owns: the site is steadily gaining presence for branded and non-branded searches and already appears — and gets recommended — in AI-powered search answers. And analytics took them from having practically no information on digital behavior to knowing which channels bring users to the site and which generate lead events.

The result isn’t just better campaigns. Raitzin is building a more diversified, predictable and measurable digital acquisition system.