Profitable in under three months, in a brutal market.

Wellsold is a mobile platform (iOS and Android) that simplifies selling a used vehicle. Sellers submit their vehicle's details and photos, receive an instant estimated value, then choose from offers by local dealerships within 72 hours, with no fees or commissions.

Wellsold's goal was to launch a SEM acquisition campaign to recruit used vehicle sellers, with the ambition of reaching profitability as quickly as possible.

Wellsold had to launch in an extremely competitive search environment, the buying and selling of vehicles, where established players compete for the same searches.

In this context, bids are expensive and the risk of spending without results is high. A campaign that was too broad would have driven acquisition costs up in no time.

The challenge was therefore to reach profitability quickly, with a cost per acquisition below the maximum acceptable level, without any campaign history to build on.

To meet this challenge, the strategy was built around the real vocabulary of the target customers. Rather than chasing a large number of searches, the approach relied on the keywords that target personas actually use when looking to sell their vehicle.

A highly focused keyword campaign was then launched. Each ad group was built around a specific search intent, in order to reach the sellers most likely to take action.

This tight targeting concentrated the budget on high-value searches and avoided paying for low-relevance traffic, a major concern in a market where every click is expensive.

Performance was monitored closely and the campaign was adjusted continuously, always keeping the maximum cost per acquisition in mind.