Another obstacle faced by Vantage was the way the car leasing industry is run. There’s something of a causality dilemma in play, where firms need to lease more vehicles of a certain type in order to gain greater access to those same models.
The higher your numbers, the easier it becomes to obtain preferable rates from the finance companies who hold the cards. If Vantage could shift more of one specific model, the harder it would become for other car leasing firms to compete with them on that range of vehicles:
“Range Rover Evoques were a particularly desirable model for us to do well on, thanks to their incredible popularity.
However, relying on Google Ads to shift the kind of numbers that meant we could offer great rates was expensive. We knew we had to attain better rankings for this model in order for it to become really profitable for us, which is why we started to consider SEO.”