Client Background
A regional automobile company that manufactures mid-range sedans and SUVs. Their key objective was to reach individual customers online and drive them to book test drives at dealerships across Tier 1 and Tier 2 cities. This was a B2C campaign aimed at consumer buyers considering new cars.
Problem Statement
Despite strong product quality, the marketing company faced stiff competition from bigger national brands. Their digital presence lacked visibility, and they were unable to generate enough lead generation for test drives through their website. They approached our marketing agency for a more aggressive advertising company approach.
Service Provided
We launched a full-funnel Paid Campaign strategy that focused on generating high-intent test drive lead generation from Google Search, YouTube Ads, and Meta platforms.
Solution Provided
- Search Ads Targeting Purchase-Intent Keywords
- We identified user search keywords such as “best SUV under 15 lakhs”, “car test drive near me”, and “book car test drive online”.
- Ads highlighted key USPs like safety rating, mileage, and finance options.
- YouTube In-Stream Video Ads
- We produced 20-second video ads showing real test drive experiences and testimonials.
- Targeted by interest: “automotive buyers”, “young professionals”, “first-time car owners”.
- Facebook & Instagram Retargeting
- We ran carousel ads showing vehicle interiors, color options, and limited-period showroom offers.
- Retargeting audiences included users who visited product pages but didn’t submit the form.
- Mobile-Friendly Landing Pages
- Created a fast-loading form page that let users select their city, nearest dealer, and preferred car model.
- Clear CTA: “Book a Free Test Drive Today – Get a Callback in 15 Minutes.”
- CRM Integration & Follow-Up Automation
- Leads were auto-assigned to dealerships in their respective cities for faster callback.
- WhatsApp follow-ups were added to reduce drop-off.
Execution Details
- Campaign Duration: 25 days
- Platforms: Google, YouTube, Facebook, Instagram
- Total Ad Budget: ₹70,000
- 3 landing pages A/B tested (SUV-focused, sedan-focused, offer-based)
Results Achieved
- 460+ test drive lead generation
- ₹152 per test drive inquiry (a highly affordable acquisition rate)
- 7.8% conversion rate from landing page form
- 12 showrooms reported increased walk-ins during campaign period
Client Feedback
The client was impressed with how targeted the ads were, especially the performance of YouTube video ads. They saw a clear spike in showroom visits and appreciated the marketing agency‘s quick integration with their CRM team for smoother lead handover.
Key Takeaways
- A strong mix of video, search, and retargeting ads works well for B2C automobile companies.
- A simplified test drive booking experience helps increase conversions.
- Regional dealership coordination is critical for handling digital lead generation smoothly.
