Perrys Motor Sales is a UK car dealer group which was established over 110 years ago, and has been shaping the UK automotive landscape since then.
Used vehicles are a core part of the business, and October 2025's Perrys Perks was the biggest used vehicle event Perrys ran that year.
The challenge
A used car is a trust purchase. An ad can't show you a car's real history, or whether the dealer is one to trust, so most people ask someone they know first. That makes word-of-mouth unusually powerful in this category, but also unusually hard to plan media around, since standard targeting has no way of showing where that trust already exists.
On top of that, the used car market is crowded and digital advertising costs keep increasing, so every dealer group is fighting for the same clicks at rising prices. With “Perrys Perks” a used vehicle event on the October calendar, the team wanted smarter targeting and to boost their digital performance.
The approach
Perrys used the Herdify platform to identify the postcode areas where word-of-mouth around the brand was already strongest, then applied that data to target both Google and Meta, running alongside their usual activity.
The results
Across both platforms Google and Meta, leads cost less and engagement was stronger.
Meta performance:
+14% increase in CTR, to 16.22%.
-32% decrease in cost per lead.
Google performance:
-7% decrease in cost per conversion.
+40% increase in CTR.
The benefits
For Perrys, that means cheaper leads without losing trust. In a market where every dealer group is bidding for the same clicks, putting budget into areas where people already trust Perrys brought the cost of reaching them down, rather than the quality of who they reached.
“The Meta campaign did exceptionally well, with a much lower cost per lead than the original campaign, alongside strong results across the board - a 16.22% CTR is one of the best we've seen.”
