Toyota Naas
Driving Local: How We Helped Toyota Naas Keep Kildare Buyers Close to Home
Toyota Naas had everything a dealership could ask for: a trusted brand, decades of family heritage and national awards to prove the quality of their work. What they didn’t have was enough of the right people making enquiries. Their paid campaigns weren’t reflecting the strength of the business, and too many Kildare customers were heading up the road to Dublin to buy their next car.
We rebuilt their paid social strategy from the ground up. By sharpening local targeting, introducing TikTok as a new channel and using each month’s data to shape the next, we helped Toyota Naas grow total leads by 21% and new-car enquiries by 32% year on year.
- Paid Social
- Meta Advertising
- TikTok Advertising
- Creative Design
Who is the client?
Toyota Naas is Kildare’s only authorised Toyota sales and service dealership. Founded in 2012 by Liam Fitzpatrick, the business continues a family motor tradition that began back in 1954 with Joe Fitzpatrick, who is still active in the dealership today.
The team offers the full Toyota passenger and commercial range, supported by an experienced sales team and an aftersales operation that’s among the best in the country. Their shelf of industry recognition speaks for itself. Toyota Naas was named SIMI Aftersales Operation of the Year in 2024 and nominated for SIMI Sales Operation in both 2025 and 2026.
What services did we provide?
We created and managed paid social campaigns across Meta and TikTok, designed to increase enquiry volume and strengthen Toyota Naas’ presence across Kildare. That included a full review of previous activity, campaign setup and management, offer-led creative for new cars, used vehicles and servicing, and a monthly cycle of performance analysis and optimisation. All ad assets were produced in-house and built to sit comfortably within Toyota’s brand guidelines.
What was their challenge?
When Toyota Naas came to us, the problem was clear: leads. They were already running paid campaigns on Meta and Google, but enquiries were coming in below expectations. More significantly, customers from Kildare were travelling to Dublin to make their purchase, a pattern that was costing the dealership real sales.
It’s a frustrating position to be in, because the product was never the issue. Toyota Naas had the range, the people and the reputation. But none of that matters if the right buyers aren’t finding you at the right moment.
The goal wasn’t simply more leads. It was more of the right leads: people from Kildare and the surrounding areas who could realistically buy from the dealership and build a long-term relationship with it.
Why did they choose us?
Toyota Naas approached us because of our experience and track record in automotive marketing, particularly with dealerships in Ireland.
Automotive has its own rhythm. Offers change quickly. Stock, seasonality, location and timing all affect performance. Manufacturer guidelines have to be respected, and lead quality matters just as much as lead volume. Dealerships need campaigns that can move fast without losing control of the message.
Our background gave Toyota Naas confidence that we understood their world from day one. We weren’t starting from zero. We knew how to build campaigns that respected the Toyota brand, spoke directly to local buyers and delivered enquiries the sales team could actually act on.
How did we approach it?
We started by reviewing what had been running previously: what the ad accounts contained, what targeting was in place and where the gaps were. From there, we worked closely with the Toyota Naas team to get clear on exactly who they wanted to reach, and where those people were.
The answer to the Dublin problem was straightforward, but it required precision. We restructured the campaigns around tighter geographic targeting, focusing on Kildare and the surrounding catchment rather than casting a wide net that pulled in people who were never likely to choose a Kildare dealership over one closer to home.
We focused our efforts on two channels. Meta was already part of their activity, but we rebuilt the approach entirely. TikTok was brand-new territory. Both platforms allow for highly specific location targeting, and together they gave us reach across different demographics and browsing habits.
Creative was tested across videos, carousels and static ads. Some messages worked best as a clean, simple image. Others needed movement. Carousels proved particularly useful when there were multiple models, offers or reasons to enquire.
The real engine behind the results, though, is our monthly data review. Rather than setting campaigns live and leaving them to run, we analyse performance every month and use what we learn to shape the next round of activity, refining targeting, refreshing creative and building in any new offers or time-sensitive promotions the dealership wants to push. Simple in theory. Powerful when done properly.
How did we go above and beyond?
Toyota Naas has a busy team to run and customers to look after. Our job was to make their marketing feel organised, responsive and genuinely useful, without adding to their workload.
Onboarding was smooth from the start. With access to their ad accounts, we could understand the existing setup before making any changes, then build campaigns around their goals, their audience and the guidelines they needed to follow.
Day to day, the partnership has been practical and open. We stay in regular contact with the dealership, bringing fresh ideas for offers, campaign angles and creative formats rather than waiting to be asked. The aim is always the same: keep the work fresh without making it complicated.
What was the result?
The main objective was to increase the volume of quality enquiries, with a particular focus on new-car leads. The numbers show exactly that.
Across the first five months reviewed, total leads rose from 1,461 to 1,762. That’s 301 additional leads and a 21% year-on-year increase.
The strongest growth came where it mattered most. New-car enquiries climbed from 928 to 1,229, a 32% increase. As new-car sales were one of the dealership’s key commercial priorities, this is the result we’re proudest of. The campaigns didn’t just create more activity; they created more of the activity Toyota Naas actually wanted.
Just as importantly, the work has been delivered without compromising the brand. In automotive marketing, performance and brand control have to go hand in hand. A campaign can grab attention, but it still needs to feel right for both the dealership and the manufacturer behind it.
Toyota Naas has more than seventy years of family history, national awards and a genuine commitment to its community. It deserved digital campaigns that reflected all of that. Now the marketing matches the product, and the leads have followed. Instead of losing buyers on the road to Dublin, Toyota Naas is reaching them earlier, online, and giving them every reason to stay local.
About the assets, I actually love it. They are excellent, and you guys kept the brand image. Well done.”
Nara, Marketing Manager, Toyota Naas
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