AM Phillip Trucktech, one of Scotland’s leading commercial vehicle dealerships, partnered with Clear Click to modernise its approach to lead generation. Historically reliant on third-party marketplaces such as AutoTrader, the business was facing rising costs and reduced visibility into its own sales funnel.

Clear Click was brought in to design and execute a more sustainable, long-term digital strategy, one that empowered AM Phillip Trucktech to own its data, reduce dependency on marketplaces, and drive qualified B2C leads directly through its own channels.

Advertising through online marketplaces had become increasingly expensive, with fees and listing costs cutting deeply into profit margins. The model also provided limited insight into where leads were coming from or how they were converting.

The business needed to:

• Regain control over its lead generation and data.
• Reduce marketplace advertising spend without compromising sales volume.
• Build a consistent and measurable flow of high-intent enquiries directly through its website.

With multiple dealerships across Scotland, each with distinct vehicle brands and audiences, the challenge extended beyond simple campaign management, it required a tailored, branch-level digital strategy aligned with business objectives.

Clear Click developed and implemented a comprehensive paid media strategy focused on direct-to-consumer lead generation.

Our approach included:

• A complete restructure of paid search campaigns by location and vehicle type, improving relevance and reducing wasted spend.
• Implementation of custom event tracking, enabling accurate measurement of enquiry values.
• Development of a fully bespoke reporting dashboard for the marketing manager and wider business, surfacing real-time metrics across all branches.
• Introduction of dynamic ad formats to promote both new and used vehicle inventory.
• Reallocation of budget away from AutoTrader listings toward owned digital channels.

Within 12 months, AM Phillip Trucktech had fully transitioned to a sustainable D2C model, backed by measurable insights and transparent reporting.

The results spoke for themselves:

• £120,000+ annual saving in third-party advertising fees.
• 41% increase in qualified enquiries generated directly through their website.
• 32% reduction in cost per lead compared to marketplace averages.
• Clear visibility across all dealership performance through detailed reporting dashboards.

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