Client name withheld under NDA.
Buying a used car in Singapore is a big, carefully researched decision. Used car singapore is searched about 5,400 times a month, buyers compare hundreds of listings on marketplace sites and many dealers look the same on a listing page. Trust decides who gets the visit, and it is hard to build trust from a thumbnail photo and a price.
This dealer sold around 40 cars a month from two showrooms and relied on listing platforms and search ads. Its brand was barely searched, about 1,300 times a month, and buyers knew little about it beyond the cars it listed. The dealer received around 120 online enquiries and 46 test drive bookings a month, and wanted more buyers to choose it before they started comparing prices.
We interviewed the sales team about the questions buyers ask on the showroom floor, then planned a series of short videos: walkarounds of popular models, the dealer's inspection checklist and plain answers about warranties and trade-ins.
Buyers worry about hidden problems in a used car. Videos that showed the inspection process answered that worry before buyers ever stepped into the showroom. The sales team's questions also became the script, so the videos sounded like the conversations buyers already had in the showroom.
We filmed two days of content at both showrooms: twelve 30-second walkarounds, a 90-second inspection explainer and six-second bumper ads, all with clear on-screen text for viewing without sound.
Short, honest videos of real cars on the lot felt more trustworthy than polished brand films, and could be refreshed easily as stock changed. Filming on the lot also meant new videos could be made in an afternoon when fresh stock arrived.
We launched skippable in-stream and in-feed video ads to people in Singapore researching cars, viewers of car review channels and people who had searched for the models the dealer stocked most.
YouTube reaches buyers while they are researching, before they compare listings. That is when a dealer can still earn a place on the shortlist. Targeting viewers of car review channels reached buyers in research mode, who were far more likely to book a test drive than a general audience.
We retargeted video viewers with search and display ads, and added the dealer's name to the video ads so viewers could search for it later.
Many viewers did not click straight away but searched for the dealer days later. Branded searches rose 73% as the videos ran. Retargeted viewers also saw search ads for the exact models they had watched, which made the follow-up feel relevant rather than repetitive.
We moved budget to the videos and models that drove the most test drive bookings and swapped in new walkarounds as cars were sold.
Stock changes every week at a used car dealer. Keeping the videos current meant buyers never fell for a car that was already gone. Weekly stock updates also meant the ads featured cars buyers could actually buy, which kept trust high when they called.
Five months in, the dealer received 71 test drive bookings a month instead of 46, and online enquiries rose from 120 to 168. Branded searches grew from 1,300 to 2,250 a month as more buyers looked the dealer up after watching a video. YouTube ads achieved a 32% view rate on S$3,500 a month, and sales rose from 38 to 47 cars a month. Sales staff also noticed that buyers arrived having already watched the inspection video, which made conversations about condition and price easier.
Video plan agreed and two days of filming across both showrooms.
YouTube campaigns live, viewers retargeted, and test drives passed 60 a month.
71 test drive bookings a month and branded searches up 73%.
Used car buyers worry most about hidden problems. A short video of the inspection checklist answered that worry before buyers compared prices.
Many viewers did not click the ad but searched for the dealer days later. Measuring branded searches showed the real effect of the videos.
Short walkarounds of cars actually on the lot, refreshed as they sold, kept the ads honest and stopped buyers asking about cars that had gone.
YouTube campaigns and short video ads for Singapore businesses.
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