While relying on typical web analytics, the dealership believed "Honda" was a great term. The visitors came in and spent a lot of time on the site, and they even pulled up the details for multiple cars.

Unfortunately, though, most of those visits turned out to be early-stage researchers who weren't yet in the market for a new car. The dealership quickly realized that it wasn't worth $4 per sponsored click to target that traffic. The term "honda oil change" was almost dropped from the campaign because it had a bounce rate of nearly 100%. Upon deeper analysis, it was discovered that those visitors were getting to the home page and immediately picking up the phone. These were great leads!

By focusing instead on the visits that converted to phone calls and online chat sessions, the dealership was able to stretch its budget further and significantly increase the number of successful leads coming from the web.