Last Updated on July 22, 2025
Industry: Automotive
Service Focus: Performance Marketing (Meta Ads & Google Ads)
Campaign Duration: June
Client Overview:
Our client, a premium automobile brand, offers a portfolio of high-performance, feature-rich cars ideal for both urban and highway driving. With a strong brand presence across Kerala, the objective was to drive quality leads and boost test drive volumes for a particular location-centric campaign.
The Challenge
Despite a solid brand reputation, the digital campaigns were underperforming in key metrics:
- High Cost per Lead (CPL) across platforms.
- Geographic misalignment — a large number of leads were from outside the intended target locality.
- Strict target — 450 quality leads were needed exclusively from a specific region within one month.
- Low conversion to test drives, impacting showroom footfalls and sales conversions.
Our Strategic Approach
To address these issues, we implemented a multi-layered performance marketing strategy:
1. Geo-Focused Creative Revamp
- Designed native-language creatives with location-first messaging, making the campaign hyperlocal.
- Included local landmarks and colloquial tone to improve regional relevance.
2. Conversion Funnel Optimization
- Shifted from lead forms to WhatsApp-based lead capture, facilitating real-time conversations and higher engagement rates.
- Enabled faster lead qualification and appointment bookings.
3. Platform & Campaign Structuring
- Model-specific campaigns for users actively searching for particular car variants.
- Branded search ads to capture high-intent audiences ready to buy.
- Competitor conquest campaigns targeting rival brand keywords on Google and YouTube.
4. Continuous Campaign Refinement
- A/B testing across headlines, descriptions, and CTA formats.
- Aggressive use of negative keywords to eliminate irrelevant clicks and optimize spend.
- Landing page optimization and copy improvement to boost ad Quality Scores and conversion rates.
Performance Results
| Metric | Result |
| Total Spend | ₹6,06,616 |
| Total Leads Shared | 1,030 |
| Cost Per Lead Shared | ₹588 |
| Test Drives Booked | 132 |
| Cost Per Test Drive | ₹4,595 |
| Bookings | 22 |
| Cost Per Booking | ₹27,573 |
| Leads from Target Region | 447 (Thrissur) |
| Cost Per Local Lead | ₹1,357 |
Team Involved
Robish AK, Performance Marketing Executive
Akshaya M, Senior Account Manager
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Conclusion
By hyper-focusing on location, leveraging local language, transitioning to WhatsApp-based conversion flows, and refining targeting across both Meta and Google Ads, we achieved:
- A 129% lead volume increase from the target locality.
- A substantial reduction in cost per test drive and enhanced booking efficiency.
- A full-funnel campaign structure that captured both discovery and purchase-intent stages effectively.
This campaign serves as a benchmark for executing high-conversion, regionally targeted automotive campaigns in competitive markets.
