CARFAX: how we built a scalable digital acquisition strategy for vehicle history reports
CARFAX is one of the most recognizable vehicle history report providers in the United States. The platform helps individuals and businesses access automotive data before buying, selling, or evaluating a vehicle.
The project focused on three core marketing objectives:
— sustaining user growth;
— strengthening trust through expert positioning and credible automotive data;
— keeping the acquisition cost below $4 per ordered report.
To achieve this, we developed a multi-channel performance strategy across Google Ads and Meta Ads.
For Google Ads, we built campaigns around high-intent search queries related to vehicle history checks, pre-purchase inspections, ownership history, accidents, restrictions, and other factors that influence a buying decision.
For Meta Ads, we focused on audience segments connected with vehicle purchases and sales, combining static performance creatives with UGC-style content. The creative approach was built around a clear value proposition: access to an original CARFAX report at a significantly lower price.
The campaign reached:
29.8 million impressions
18.7 million users
9.3 million clicks
3.2 million ordered reports
The project demonstrated how a combination of precise audience segmentation, search intent, strong offer communication, and platform-specific creatives can support large-scale user acquisition while maintaining an efficient cost per result.
At OWL AGENCY, we build performance strategies that connect media buying, creative production, analytics, and business objectives into one measurable system.
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