Transportation Repairs & Services
A Spanish search build, found in the search terms
15%
of account conversions from Spanish searches, last 30 days
$3.44
cost per action on those searches, against a $4.00 account blend
177
distinct Spanish queries matched in one month
A truck and auto parts supplier in the Chicago metro. We ran paid search inside an agency team. Chicago is one of the largest Hispanic markets in the country, and the account's own data showed Latino suburbs converting.
A line-by-line read of the last 30 days of search terms found 177 distinct Spanish "cerca de mí" queries, all running through a single keyword that served English ads with a Quality Score of 1. Those searches still produced about 54 conversions, 15% of the account total, at a $3.44 cost per action, below the account's $4.00 blended cost per action. More than 150 other Spanish queries showed but earned almost no clicks.
"autozone cerca de mí": 38 clicks, 24 conversions, $4.41 per action. "un autozone cerca de mí": 6 conversions at $4.17. "auto parts cerca de mí": 3 conversions at $3.32. Smaller queries such as "venta de repuestos de carro cerca de mi" converted at $1.11.
A Spanish program written in Spanish, not translated. Every proven query becomes a keyword of its own. A new ad group is built around the stems that matter: parts stores, used parts, truck and trailer, diesel repair, with phrase and broad match to catch loose spelling. Responsive search ads are written in Spanish from the start, with a clear prompt to call. Spanish stems go in as negatives in the English groups to keep routing clean, followed by a Spanish landing page.
Opportunity identified and build plan delivered. Post-launch results are not shown here. The opportunity was not a new channel or a bigger budget. It was already in the account, converting below the blended cost, waiting for someone to read the search terms report line by line.