Performance — Month to Date
10-11
Cars Sold This Month
📞 Phone calls are the strongest signal — people willing to call in 2026 are more serious buyers. J&L's call tracking numbers let you listen to every call and match back to your DMS.
Key Decisions Made
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X3 and X5 are #1 and #2 priorities63% of new inventory. Dedicated VLA campaigns for each. Maximum spend on these two models.
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$500 shift: Display/Demand Gen → VLA + Retargeting$400 moving to Vehicle Listing Ads, $100 to Facebook retargeting for used cars.
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Used inventory = retargeting strategy, not top-of-funnelSite traffic is highest ever. Retarget visitors for used BMW inventory rather than running broad awareness ads.
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Used VLA feed — BMW onlyRemoving non-BMW used models (Chevrolet, Lexus, Mercedes, Nissan, Toyota) from the used inventory feed. Spend concentrated on used BMWs only.
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Bid up on used inventory paid searchSearch Loss Due to Budget shows room to spend more. Goal: under 10% budget loss, show up in top 1-3 results for used BMW searches.
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Rick prefers weekly email updates — no dashboard login neededMichael will continue sending weekly performance updates. Rick can request call data download anytime.
Strategy Notes
New inventory is the priority — ~190 new vs ~40 used. New car holding costs are high; moving new inventory efficiently is the main goal.
VLA is the best-converting format right now. Dedicated X3 and X5 campaigns force Google to prioritize those models. The main new inventory feed still runs, but these models get their own dedicated slice of the budget.
Paid search intent is the strongest signal. Someone typing "BMW X3 for sale" is ready to buy. Budget here first, VLA second, display/demand gen as supporting awareness only.
X7 is #3 by default (7 units in stock). All other models still get paid search bids — just not dedicated VLA or display creative unless inventory changes.