Vospers Motor House case study: full-funnel marketing for a dealer groupFrom bottom funnel to full funnel.
Vospers Motor House had thousands of Google Ads campaigns, no consistent social media ads and no clear view of what any of it was delivering. Working alongside their in-house marketing team, we set up the analytics and tracking, fed that data into Google and Meta, and used Performance Max and automotive inventory ads to fill the gaps. Now every key event is tracked, the team has 50+ new reports, and they've moved budget into top-funnel marketing, including YouTube.
The results, at a glance.
What changed for the Vospers marketing team. This is a measurement and strategy story, so no sales or revenue figures are shown.
Who they are
About Vospers Motor House.
Vospers is a family-run motor group that began trading in Plymouth in 1946 and was incorporated in 1951. Now in its third generation, it's led by Nick Vosper, Managing Director since 2011, who took over from Peter Vosper, MD from 1974.
The group has 16 dealership sites across Devon and Cornwall, including Plymouth, Exeter, Truro, St Austell, Torbay, Tiverton, Exmouth and Falmouth. It represents Ford, Peugeot, Mazda, Fiat, Nissan, Renault, Alfa Romeo and Abarth, and is the exclusive Abarth dealer in the South West.
Turnover is approaching £235 million, and the company's values spell CAPRI: Care, Accountability, Performance, Respect and Integrity.
Summarised from their own website (opens in a new tab), October 2026.
The problem
Lots of campaigns. No clear picture.
Vospers Motor House is a dealer group with an established in-house marketing team. They were running thousands of Google Ads campaigns, but their social media advertising wasn't consistent and they couldn't tell what they were getting for their spend.
Almost all of the activity sat at the bottom of the funnel, chasing people who were already close to buying. Without reliable tracking, there was no way to show what earlier, awareness-building marketing was worth, so it was hard to justify.
What we did.
We work alongside the Vospers marketing team rather than replacing it: we fixed the measurement first, then used that data to make the ad platforms work harder.
- 1. MeasureAnalytics and tracking, set up properlyGA4 and conversion tracking across their brands, so every key event is recorded.
- 2. ConnectData fed into Google and MetaThe same tracking data feeds both ad platforms, so they optimise towards real enquiries rather than clicks.
- 3. Fill the gapsPerformance Max and inventory adsPerformance Max and automotive inventory ads reach people earlier in their search, not just at the bottom of the funnel.
- 4. Report50+ new reportsReports for each brand, specific campaigns and more, so the team can see what every stage of the funnel is doing.
Now they can see the whole funnel.
Once every key event was tracked, the team could see how awareness turned into enquiries. That gave them the confidence to take up YouTube advertising to support their TV campaigns, and to increase their top-funnel budgets.
The full funnel, measured
Top to bottom, all tracked.
Each part of the funnel now has a job and a way to be measured, so budget decisions are based on what the reports show rather than guesswork.
| Analytics & tracking Every key event, across each brand | Live |
|---|---|
| Google Ads Performance Max, fed with the tracking data | PMax |
| Inventory ads Automotive inventory ads showing the vehicles in stock | Stock-led |
| YouTube Supporting their TV campaigns | New |
| Reporting Reports by brand, campaign and more | 50+ |
Why it matters.
Bottom-funnel ads only catch people who have already decided. With every key event tracked, Vospers can see what the rest of the funnel contributes, so they can invest in awareness with confidence instead of cutting it because it looks unprovable.
About these numbers: This story is about measurement and approach, so we don't show sales, lead or revenue figures for Vospers. "50+ reports" counts the new reports now available to their team, covering each brand, specific campaigns and more. We work alongside their in-house marketing team, so the results are shared work.
Questions we get asked.
Related: Automotive · Analytics & tracking · YouTube & Google Ads
Can you work alongside our in-house marketing team?
Yes. That's how we work with Vospers Motor House: alongside their team, fitting around their brands, priorities and approvals rather than taking over.
What are automotive inventory ads?
Ads built from a dealer's stock feed, so people see the actual vehicles for sale, with photos and details. As stock changes, the ads update with it.
Why feed tracking data into Google and Meta?
Ad platforms optimise towards whatever you tell them counts. When every key event is tracked and shared, Performance Max and inventory ads can find more people likely to enquire, not just more clicks.
What does full-funnel marketing mean for a dealer group?
Reaching people at every stage: building awareness (like YouTube alongside TV), keeping your stock and brands in front of people while they compare, and being there when they're ready to enquire. Tracking every key event shows how each stage feeds the next.
Spending a lot, seeing very little?
If you can't tell what your ads are delivering, let's fix the tracking first. Then every pound can be judged on results.