Most of their revenue never touched a checkout. So we fed the till back into the ad platforms.
Sports Range 4x4 and Trailfox sell 4x4 protection and touring gear, bull bars, canopies and fitouts, to Western Australian drivers. Almost none of it is bought online. The sale happens at the counter, over the phone or against a quote, which leaves Google and Meta optimising blind.
Google Ads and Meta Ads, with the point of sale wired back in.
121 Group runs the Google Ads and Meta Ads programmes. That part is ordinary. The problem worth solving was measurement: in a business where the transaction happens in store, the ad platforms only ever see the enquiry, never the sale, so they optimise towards whichever clicks look busiest rather than whichever ones end in a bull bar being fitted.
We integrated the Lightspeed point-of-sale system into the 121 Insights dashboard, so every invoice lands beside every tracked enquiry. Sales are then matched back to leads on email and phone, which turns a counter transaction into an attributable outcome.
Those matched sales are fed back to Google and Meta as offline conversions. The platforms now bid against real revenue instead of form fills, and the reporting answers the only question that matters, which campaigns produced sales rather than which produced enquiries.
Around 350 leads a month currently flow through that loop. A Shopify migration is in build, which will add an online channel alongside the counter rather than replace it.
Point-of-sale revenue matched back to tracked leads
Of all counter revenue traced to a marketing lead
Leads a month fed back as offline conversions
Paid media, and the measurement that makes it accountable.
Search built around fitment intent
Campaigns organised by product category and vehicle, with brand and non-brand separated and brand defence held on the trademark queries. Budget follows the categories that end in a fitted job, not the ones that merely attract clicks.
Demand for a considered, high-value purchase
A bull bar or canopy is a researched purchase, so Meta carries the earlier part of the journey and the retargeting, feeding enquiries into the same tracked pipeline as search.
Lightspeed wired into 121 Insights
Invoices from the counter flow into the dashboard beside every tracked enquiry, then sales are matched to leads on email and phone. The in-store transaction stops being invisible. The platform →
Real sales sent back to Google and Meta
Matched sales are returned to both platforms as offline conversions, so bidding optimises against revenue that actually happened rather than against form fills. Roughly 350 leads a month move through the loop.
Most retailers optimise on the wrong half of their revenue.
Any business where the sale completes off the website has the same blind spot. The ad platforms can see an enquiry, so they learn to produce enquiries. They cannot see which of those enquiries turned into a fitted bull bar worth a few thousand dollars, so the cheap lead and the valuable one look identical in the bidding.
Closing that gap needs the till and the ad account joined up. For Sports Range 4x4 that meant piping Lightspeed point-of-sale data into the 121 Insights dashboard, matching sales back to tracked leads, and returning the matched revenue to Google and Meta as offline conversions.
The reconciliation is deliberately conservative. A sale only counts when it can be tied to a known lead by email or phone, so walk-in trade with no contact details never counts, and the reported figure understates rather than flatters. That is the point: the number has to survive being checked against the accounting system.
Sports Range 4x4, protection gear built for the long way round.
What did 121 Group do for Sports Range 4x4?
121 Group ran Google Ads, paid social and email marketing for Sports Range 4x4. The site runs on Shopify.
What industry is this automotive case study in?
Sports Range 4x4 operates in automotive. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach automotive marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.