Thorp Omoda Jaecoo

Thorp Omoda Jaecoo is a premium car dealership in Cape Town, proudly representing the innovative Omoda and Jaecoo brands from the Chery Group. They offer cutting-edge vehicles like the Omoda C5 and Jaecoo J7, built for style, performance, and adventure. Experience the future of driving with vehicles designed to stand out.

1,046%

increase in lead qualified conversions

84.5%

increase in impressions

32.9%

decrease in cost per conversion

Brief & Objectives

Thorp partnered with Ruby Digital to drive targeted Google Ads campaigns aimed at boosting vehicle sales for the Omoda and Jaecoo brands. The goal was clear: generate high-intent conversions by focusing on key actions like Book-a-Test-Drive and Promotion Enquiry form submissions.

Ruby Digital crafted a results-driven PPC strategy tailored to Thorp’s objectives, prioritising visibility for high-converting search terms. By improving impression share and targeting users actively searching for Omoda and Jaecoo vehicles, the campaign increased qualified traffic to the website—maximising click-through rates and ultimately helping turn interest into vehicle sales.

Challenges

Between September 2023 and March 2024, Thorp faced four key challenges that Ruby Digital’s Comprehensive SEO & Google Analytics strategies had to overcome.

Brand Awareness & Trust Building: When Thorp began PPC campaigns with Ruby Digital for Omoda Jaecoo, the brand was new to South Africa. Early website interactions were mainly focused on learning about the vehicles rather than making enquiries. As brand trust grew, form submissions and serious interest steadily increased.
High Industry Competition: The automotive space—especially in Cape Town—is highly competitive. Omoda and Jaecoo not only competing with each other across various dealerships but also with other popular SUV brands targeting the same audience.
User Behaviour Insights: Initial campaign data showed a lot of impressions and clicks, but low engagement. Most users were visiting the site to view specifications or download brochures, indicating they were still in the research phase before converting.
Positive Growth with Jaecoo: We’re now seeing similar behaviour with the Jaecoo brand. As awareness increases, so does meaningful engagement on the website, suggesting growing interest and buyer readiness.

Our Solutions

Comprehensive PPC Strategy

Ruby Digital created and implemented relevant conversion actions that aligned with the Thorp Group’s business goals. This included the setup of Google Tag Manager and the optimisation of Google Analytics according to Google’s best practices.
We designed and created specific campaigns targeting the various focuses of each vehicle brand, including the diverse services offered, such as vehicle sales.
We created relevant ad copy and assets that not only attracted potential customers to the ads but also effectively communicated the expertise and quality offered by Thorp.
Using the data from June 2023 till April 2024, Ruby Digital restructured the various vehicle-focused campaigns to target an 80%/20% conversion focus, with each vehicle having two specific campaigns; one which has 20% of the vehicle budget aimed at generating brochure download conversions and the other, 80% of the vehicle budget aimed at generating lead conversions. This aimed to limit the Ad spend on targeting new users who were researching the vehicle and, instead, target those that were looking to test-drive or enquire about the vehicle.
Introduces more targeted remarketing efforts and audience targeting to limit the number of users that were just browsing or researchers and those who are actually ready to convert.
This adaptation to the comprehensive PPC strategy, that was implemented across Vehicle Brand PPC Strategies, has helped to reduce the ad spend on brand awareness conversions, and has improved the number of lead conversions dramatically.

Results

The results for Omoda Jaecoo by Thorp are recorded from July 2024 to March 2025 compared to September 2023 to June 2024.

1,046% increase in Lead Qualified Conversions
84.5% increase in Impressions
10.4% increase in Clicks
32.9% decrease in Cost per Conversion
30.6% increase in Conversion Rates

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