When a shopper types “lease a blue Jeep Wrangler” into Google, they don’t want to fill out a form! They want an answer. They want to see the exact vehicle, price, and offer that matches their search. If you can deliver that in the moment, you win the sale. If you can’t, they click away.

That’s why I believe in this principle:
Optimize for the highest-value conversations that drive the most revenue.

At the end of the day, I want customers in your store, looking you in the eye, shaking your hand, and saying, “Let’s make a deal.” Form fills are one way to capture interest, but real conversions come from phone calls, store visits, and live engagements; the conversations that actually make you money.

Why Optimizing for Forms Isn’t the End Game

For years, marketers have been told to optimize for form completions. But here’s the truth:

• Google and Bing don’t provide “form optimization” as a standalone best practice.

• Form fills are steadily declining as a conversion source.

• The highest-value actions [store visits and phone calls] are often under-prioritized.

Ad conversions are based on the consumer finding exactly what they are looking for. In other words, it’s the consumer who drives the highest conversions. Our job is to enhance their experience by empowering them with specific, transactional data.

For example: if a shopper searches for “lease a Blue Jeep Wrangler” or “Jeep Rubicon lease deals near me,” they should land directly on a dealership page that answers that query. Here’s a real Dealer Teamwork landing page that does exactly that: 

This is how we use a dealer’s own data to attract their next car sale; by putting the right vehicle, price, and offer in front of the right buyer at the right moment.

And that’s why our strategy is built on a simple principle: “one page, one purpose.” Every landing page is designed to match a shopper’s exact search intent. Not to distract them, but to drive them directly to the action that leads to a sale.

The Real Money Makers for Conversations That Close

Our focus at Dealer Teamwork is simple. We track and drive the actions most likely to lead to a sale:

• Phone calls – The closest thing to a real conversation online.
• Store visits – The highest close rate of any lead type.
• Live engagements – Chats, texts, and other high-intent interactions (though not all DR tools are created equal).
  

Forms still matter! But they should be one of many conversion options, and never the sole KPI for marketing spend.

How Dealer Teamwork Builds for Total Search™

We leverage dynamic landing pages with content that adjusts in near real time, so shoppers always see the freshest, most relevant offers. These pages are designed to support what we call Total Search™, the combined power of SEO, SEM, and social media marketing.

Key tactics we use:

• Dynamic SRPs (Search Results Pages) with forms, phone numbers, and directions all in one place.
• User-focused design compels fewer clicks, mobile-first layouts, and clear CTAs.
• SEO-first thinking prioritizes discoverability and helpful content over gimmicky lead traps.
• Fast-loading, mobile-friendly pages are critical for both rankings and user experience.

And now, with the rise of Generative AI, search behavior is evolving even further. Google and Microsoft are pushing AI-driven answers directly into search results, often pulling from FAQ pages and structured dealer content. This is why we continually update dealer landing pages with maps, reviews, FAQs, and pricing data. So when AI surfaces results, your dealership is the source that gets featured.

By aligning with Google’s broader guidelines for usability and content quality, we naturally improve conversion opportunities without sacrificing the shopper experience.

Why This Matters Now

Consumer behavior is constantly shifting. Shoppers expect answers instantly, transparency in pricing, and flexibility in how they connect with you. They’re less willing to hand over personal information early in the process, making form fills are a poor justification for your marketing spend.

The dealers winning today are those who:

1. Make it easy for customers to call, visit, or message directly.
2. Continuously update offers and content to stay relevant.
3. Prepare for the next wave of search, where Generative AI will highlight the most relevant, structured dealer content.

Track all high-value actions, not just form completions.

So stop optimizing for the easiest metric to measure. Start optimizing for the conversations that actually drive sales.

When you do that, everything changes; your traffic quality improves, your closing rates climb, and your marketing budget finally starts working as hard as you do.

Sean Stapleton | Co-Founder & CEO