Website visits generated in a month
Increase in website traffic
Reduction in cost per click
Client & context
Matt Moto is the official Yamaha motorcycle dealership in Livorno, Tuscany, serving riders across the city and surrounding area with new motorcycles, servicing and genuine Yamaha parts.
For a local dealership, the website plays an important role in the path to purchase: riders often research models, servicing and availability online before visiting the showroom. Matt Moto partnered with DNA Creators to strengthen its local digital presence and bring more relevant traffic to the website during a key seasonal period for motorcycle demand.
The challenge
Matt Moto needed to generate meaningful local interest without an appropriate sales or lead-tracking setup in place. This meant Google Ads could not yet be measured directly against showroom visits, enquiries or motorcycle sales.
The dealership was also competing for attention in a market where riders have a wide range of local and national options. With a limited budget, the campaign needed to reach people within realistic travelling distance of the showroom and make every click work harder.
Finally, the account needed to balance immediate visibility with long-term efficiency. The goal was to build a more cost-effective route for local riders to discover Matt Moto online.
Strategy & execution
We built a traffic-first Google Ads strategy designed to increase relevant local website visits while improving efficiency over time. In the absence of end-to-end sales tracking, website traffic became the most reliable leading indicator of demand.
Focused on local rider intent
We structured campaigns around the searches most likely to come from riders actively researching motorcycles, servicing or Yamaha-related needs. Geographic targeting kept the activity centred on Livorno and the surrounding catchment area, helping the dealership stay visible to people who could realistically visit the showroom.
Improved relevance before increasing spend
We continually refined keyword targeting, ad messaging and supporting ad assets to better match consumer searches. The objective was to make the campaign more useful to prospective riders and more efficient for the dealership.
Managed budget with continuity in mind
We monitored spending and performance closely throughout the month to understand how far the available budget could go. This created a clearer basis for future investment and reinforced the value of maintaining consistent visibility during high-demand periods.
Results
- 1,402 website visits generated during the May campaign period.
- 147% increase in website traffic, expanding Matt Moto’s digital reach among local riders.
- 49% reduction in cost per click, making the campaign significantly more efficient over the course of the month.
- A clearer baseline for future tracking and investment, with evidence that targeted local search activity can increase website traffic volume efficiently.
Key takeaway
When direct sales tracking is not yet available, local dealerships can use website traffic as a practical leading indicator of demand – but sustained visibility matters, because pausing activity risks losing momentum and weakening future performance.