Advertising
DealerOnBowie, MDAUTHORITY
59 • Priority B
Live advertising analysis
Paid search, Meta, creative and competitor campaigns reviewed
BUDGET LEAKAGE — AUGUST 2026
$8,620 of a $37,290 monthly budget is buying clicks that never become leads.
Nissan of Bowie runs $37,290 a month across five channels. Six line items account for $8,620 of it and produced 28 leads between them. The money is not missing — it is parked on broad, statewide and stale targets that Ourisman Nissan of Laurel and Annapolis Nissan already own. Every dollar moved into conquest, Rogue and geo-tight search buys leads at roughly a third of the cost.
WHERE THE MONEY SITS TODAY
$37,290/ month
COST PER LEAD BY CHANNEL
Meta conquest
62.24
58 leads — the only place you beat Ourisman
Paid search (geo-tight)
68.4
Bowie + Crofton exact match terms
Third-party listings
88.9
72 leads, quality mixed, contract renews 30 Sep
Paid search (broad)
164.6
$3,320 in broad terms for 20 leads
Display / retargeting
483.3
$1,450 for 3 leads on a 90-day window
Spend with no return
Six line items, $8,620 in the last 30 days, 28 leads total.
| Keyword / audience | Channel | Type | Spend | Clicks | Leads | Severity |
|---|---|---|---|---|---|---|
"nissan dealership near me" Ourisman outbids you on every impression inside 9 mi. 388 clicks, no form fills. | Paid search | Broad match | $2,140 | 388 | 0 | HIGH |
CPO Prospecting — 3% lookalike Annapolis Nissan owns certified-pre-owned queries. $206.67 per lead. | Meta | Audience | $1,240 | 312 | 6 | HIGH |
"used cars maryland" Statewide intent with no Bowie qualifier. Traffic bounces off the SRP at 78%. | Paid search | Phrase match | $1,180 | 241 | 1 | HIGH |
Altima/Sentra Lease creative Frequency 6.2 on three images unchanged since 12 June. CTR down to 0.48%. | Meta | Ad set | $1,930 | 402 | 14 | MEDIUM |
Display retargeting — 90-day window Window far too wide. Shoppers past 21 days have already bought elsewhere. | Display | Audience | $1,450 | 1890 | 3 | MEDIUM |
"oil change coupon" Landing page points at the service homepage, not the coupon. $170 per lead. | Paid search | Exact match | $680 | 154 | 4 | MEDIUM |
| Total leaking | $8,620 | 3,387 | 28 | |||
RECOMMENDED REALLOCATION
Move $7,640 — no increase to total budget
| Take from | Move to | Delta | Why | Expected | State |
|---|---|---|---|---|---|
| "nissan dealership near me" broad | Ourisman conquest set (Meta) | −$2,140→+$2,140 | Conquest set returns leads at $62.24 and has sat at its daily cap since 19 July. | +34 leads/mo | Pending |
| CPO Prospecting lookalike (Meta) | Rogue model-interest radius | −$1,240→+$1,240 | Rogue is the strongest converting model on a 59-unit lot with a 3:1 demand-to-supply ratio. | +20 leads/mo | Pending |
| Display retargeting 90-day | Aged-unit carousel (45+ days) | −$1,450→+$1,450 | 23 units are past 45 days and 45% of the lot is priced above market. Movement beats reach. | +16 leads/mo | Pending |
| "used cars maryland" phrase | Bowie + Crofton geo-modified exact | −$1,180→+$1,180 | Local rank is #3 of 5 at 18% share. Tight geo terms are the only ones you can win outright. | +21 leads/mo | Pending |
| Altima/Sentra Lease (Meta) | AI surfaces & feed hygiene | −$930→+$930 | ChatGPT coverage is 24% and Perplexity 18%. Ourisman wins the ChatGPT prompts today. | +9% AI citation | Pending |
| Third-party listing overage | Service retention (Meta, uncap) | −$700→+$700 | Service retention buys leads at $32.73 and is choked by a $24/day cap. | +21 leads/mo | Pending |
$7,640 is sitting in targets you cannot win. Applying moves it into the three sets that already convert.
Modelled outcome: roughly 112 additional leads a month and a blended cost per lead of $58.40, down from $94.20. Total budget stays at $37,290. Re-measure on 9 September 2026 — if Ourisman lifts spend again, the conquest set is the line item to defend first.