- Local SEO
- Digital Marketing
- Performance Max
Accelerating Regional Reach and Local Visibility for Michelin & Tyreplus
Michelin, Tyremore & Tyreplus · Automotive | Tire Retail & Distribution · Southeast Asia, Australia & the Middle East (12 countries) · Ongoing since 2020 (over 5 years)
The Challenge
Our partnership with Michelin began in 2020, and over the past five-plus years, we have strategically expanded the countries we support and the portfolio of brands owned by Michelin. As Michelin, Tyremore, and Tyreplus sought to aggressively expand their retail footprint across Asia and the Middle East, they hit a localization roadblock. Despite immense global brand equity, their individual retail centers struggled to compete against agile local tire shops in hyper-local search results. Managing multi-location data and navigating diverse regional dialects across 12 vastly different cultural markets was highly complex. Furthermore, to drive immediate foot traffic, they needed a specialized advertising approach that focused strictly on high-intent local actions rather than generic website traffic, a challenge compounded by regional limitations on certain Google local ad formats.
Results
- +600% Total leads generated since the start of the partnership in 2020
- +25% Year-over-year lead growth in 2026
- +29% Inbound phone calls driven by GBP optimizations and PMax ads
- +21% Driving directions to local service centers
Our Approach
Multi-Location GBP Ecosystem
We claimed, standardized, and optimized individual Google Business Profiles for every Point of Sale (POS), ensuring rigorous NAP (Name, Address, Phone) consistency across hundreds of locations.
Hyper-Localized Performance Max Ads
To capture high-intent users ready to act, we deployed a massive Performance Max program designed for 100% local visibility across all channels in four key Southeast Asian countries. These campaigns bypassed traditional website funnels, directing users exclusively to their nearest Google Business Profile to drive immediate, measurable actions (calls and driving directions).
Intent-Based Search Themes
Rather than relying on broad demographics or narrow exact-match keywords, we structured our ad targeting around broad Search Themes (e.g., tire replacement, vehicle maintenance). This allowed Google's AI to optimize for real-time local service intent and maximize conversions near the stores.
In-Store Review Engine
To dominate organic map rankings alongside our paid efforts, we engineered a proactive review generation strategy, designing culturally adapted, branded posters and QR codes for physical stores to capture customer feedback at the point of service.
Collaborative Iteration
We established a monthly data review cadence with regional teams, turning performance metrics into actionable, market-specific refinements.