Premier Auto Group Unified Marketing Across 12 Locations
A 12-rooftop dealer group was running separate marketing programs at each location.
What They Were Facing
Premier Auto Group operates 12 dealership locations across three states, representing seven different automotive brands. Each location was running its own marketing program with different tools, agencies, and strategies. Corporate leadership had zero unified visibility into marketing performance across the group.
Budget allocation was done annually based on historical spending rather than performance data. Some locations were overspending on underperforming campaigns while high-potential locations were underfunded. There was no mechanism to shift budget dynamically based on inventory levels, market conditions, or campaign performance.
Brand consistency was another major issue. Each general manager had autonomy over local marketing, which led to inconsistent messaging, off-brand creative assets, and conflicting promotions between locations in overlapping markets. Two of their stores in the same metro area were actually bidding against each other on the same Google Ads keywords.
How Axion Auto Helped
Premier Auto Group implemented Axion Auto Enterprise dashboard across all 12 locations with a phased rollout over 60 days. The enterprise dashboard gave corporate leadership real-time visibility into every location with the ability to drill down from group-wide KPIs to individual store performance.
We implemented dynamic budget allocation rules that automatically distribute marketing spend based on a combination of inventory levels, historical conversion rates, and market opportunity scores. High-performing locations with ample inventory automatically receive additional budget, while underperforming campaigns are flagged for review.
For brand consistency, we deployed centralized asset libraries with approved creative templates and implemented approval workflows that ensure all marketing materials meet corporate standards before going live. We also resolved the keyword cannibalization issue by implementing a group-wide search strategy that assigns geographic territories to each location.
Measurable Impact
Within six months, Premier Auto Group reduced wasted marketing spend by 40% across the group. The dynamic budget allocation engine redirected over $200,000 in annual spend from underperforming campaigns to high-opportunity locations.
Corporate reporting time dropped by 75%. What previously required a dedicated analyst working three days per month to compile group-wide reports is now available in real time on the enterprise dashboard. Executive summaries are automatically generated and distributed weekly.
Brand consistency reached 100% compliance across all locations for the first time in the group history. The approval workflow caught and corrected 147 off-brand assets in the first quarter alone. The resolution of keyword cannibalization between overlapping locations saved an estimated $4,500 per month in redundant ad spend.
“For the first time in our history, I can see exactly what every location is spending and the return we are getting, all in one place. The budget optimization alone paid for the platform in the first quarter.”
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