Reimagining a Brand with History
Bauer Built Tire & Service specializes in commercial and automotive services, tire sales and retread tires.
The business started as an oil delivery company and has grown into one of the Midwest’s largest commercial tire dealers and retread manufacturers. They operate over 50 tire and service centers, a wholesale tire division, three distribution centers, five Michelin retread plants and two rim and wheel reconditioning plants.
Bauer Built Tire & Service
Website Rebuild, Hosting and Maintenance, Paid Search Advertising, Search Engine Optimization, Local Listings Management, Content Marketing, Social Media Management, Email Marketing, Monthly Reporting and Analysis
the challenge
The client wanted to increase digital conversions and bring additional customers into their locations throughout the Midwest, specifically by increasing service requests and tire quotes.
the solution
We implemented a multi-step digital marketing program to improve Bauer Built’s online presence and attract customers to their brick-and-mortar stores. Because the client has large-scale operations and continues to acquire locations, we adapted our strategy alongside their ongoing business changes.
Year-over-year increase in top 10 keyword rankings
0%
Increase in Google Ads phone calls of 30+ seconds
0%
Increase in ad-driven store visits
0%
Year-over-year increase in website form fills
0%
Increase in Facebook organic content views
0%
Increase in sales-specific website conversions
0%
Strengthening Bauer Built’s Digital Footprint
Our team rebuilt Bauer Built’s website in June 2020 to create a stronger digital foundation for the company’s continued growth. The new site improved the customer experience while strengthening keyword targeting and organic search visibility, helping more potential customers find and engage with the brand online.
Beyond the public-facing website, we developed a dedicated customer portal that gives tire distributors convenient access to invoices and spending information, creating a more streamlined experience for existing customers. We also implemented multilingual functionality to make the website more accessible to Bauer Built’s diverse customer base and workforce.
Together, these enhancements transformed the website from a marketing presence into a more valuable business tool, supporting customer acquisition, customer service and Bauer Built’s ability to scale.
Sharpening the Search Strategy
We developed a targeted search strategy aligned with Bauer Built’s business goal of growing commercial tire sales and services.
Paid search campaigns focused on commercial tire sales, retreads and emergency roadside service, using location-specific messaging and campaigns tailored for both business-hour and after-hours needs.
As Bauer Built expanded, we extended the strategy to support several newly acquired locations across Michigan.
We also strengthened service and location landing pages with more valuable, locally relevant content, optimized headings and clearer calls-to-action. These enhancements improve the customer experience while strengthening visibility across paid, organic and emerging AI-driven search. As a result, sales-specific website conversions increased 42% over the past year.
Establishing Expertise Through Content Creation
We developed an ongoing content strategy to strengthen Bauer Built’s search visibility while reinforcing its expertise in commercial tire sales and service. Monthly content addresses topics relevant to drivers and fleet operators, including tire maintenance, industry standards, safety and seasonal considerations, creating valuable resources around the questions customers are actively searching for.
Each piece is then extended across social media and email, allowing Bauer Built to reach customers through multiple touchpoints while maximizing the value of every piece of content. This approach supports SEO and emerging AI-driven search while keeping Bauer Built’s expertise visible throughout the customer journey.
Matching the Message to the Platform
We developed a more intentional social media strategy across Facebook, LinkedIn, Instagram and X, tailoring content to each platform’s audience and best practices. Monthly content balances service and educational messaging with team-focused stories, including location spotlights and Employee of the Month features that highlight the people and culture behind Bauer Built.
Ongoing community management and performance analysis help us understand what resonates with each audience and continually refine the strategy, strengthening engagement, brand visibility and traffic back to the website.
