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The Multi-Rooftop
Auto Dealership
Marketing Playbook

Lukasz Rogowski built the multi-rooftop marketing system that drove CPL from $84 to $52 and lifted test-drive volume +71% across a 4-rooftop dealer group — the same inventory-synced, attribution-first architecture applies to dealer principals managing OEM co-op constraints and DMS gaps.

✓ The paid search architecture that aligns inventory turn with inbound lead velocity ✓ OEM co-op compliance framework — how to run creative that converts within brand guidelines ✓ Rooftop-level attribution across DMS + CRM — know which store is underperforming and why ✓ Service lane demand generation — the channel mix that fills fixed ops without cannibalizing sales floor leads

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−38%
CPL reduction · 4-rooftop group · $84→$52 · 11 months
+71%
test-drive volume vs. pre-engagement baseline
$2.1M
confirmed front-end gross attributed to digitally-acquired leads
+28%
lead-to-sold-unit rate over the engagement
The case study behind the playbook

4 rooftops. CPL −38%. +71% test drives. $2.1M attributed gross.

A 4-rooftop dealer group across two metro markets came to RogoLook with CPLs ranging from $61 to $114 per rooftop and two of their own stores bidding against each other on the same keyword clusters. We consolidated into one campaign structure, built an inventory-synced creative pipeline, rebuilt VDP conversion layers, and wired a reporting dashboard that connected media spend to test drives booked and units sold. Eleven months later: CPL down 38% ($84→$52 blended), test-drive volume up 71%, $2.1M in confirmed front-end gross attributed to digitally-acquired leads. <a href="/case-studies/auto-dealer-group" style="color:#C9A96E;">Read the full case study →</a>

Cross-Rooftop Keyword Architecture
All 4 Rooftops
34 keyword conflicts between rooftops eliminated in 30 days.
Blended CPL dropped $84→$67 on structure fix alone
Inventory-Synced Creative Pipeline
All 4 Rooftops
Dynamic ads pulling live DMS inventory at model/trim level.
In-market buyers served in-stock inventory in real time
VDP + Finance Form CRO
All 4 Rooftops
Finance form reduced 14→6 fields. Response time cut 48hr→4hr.
Finance form completion lifted 2.1× group-wide
Unified Group Reporting
Group GM Dashboard
DMS deal log + CRM + UTM attribution stitched per rooftop.
CPL, test-drive rate, sold-unit rate visible per rooftop per month
"The multi-location playbook is the same regardless of vertical. The channels shift. The architecture — unified brand, location-level demand gen, central reporting — doesn't."
— Lukasz Rogowski, Founder, RogoLook
Common questions

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Serving operators in
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Also worth reading Operator Index → CPL & Lead Velocity Benchmarks → Service Tiers & Pricing → RogoLook vs Stream Companies →

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