Mahindra sought to improve test ride bookings for its dealers but faced challenges in obtaining high-quality leads from third-party portals. These sources failed to deliver conversions, and the cost per lead remained high due to fixed monthly packages. A customized digital marketing approach was needed to enhance lead quality and optimize ad spend.
- Low-Quality Leads from Third-Party Portals – Existing sources did not generate actionable inquiries.
- High Cost per Lead – Fixed monthly packages increased marketing expenses without assured ROI.
- Inefficient Targeting – Generic lead generation methods failed to capture high-intent buyers.
To address these challenges, we launched a custom Facebook ad campaign focused on audience interests and purchasing capabilities. Key strategies included:
1. Hyper-Targeted Facebook Ad Campaigns
- Developed and launched 10+ tailored campaigns targeting specific audience segments.
- Used data-driven insights to optimize ad creatives and messaging for engagement.
- Implemented A/B testing to refine audience targeting and increase lead conversion rates.
2. Interest-Based & Behavioral Targeting
- Focused on users with a demonstrated interest in automobiles, SUVs, and off-roading.
- Integrated behavioral analytics to filter out low-intent users and prioritize qualified leads.
3. Optimized Budget Allocation & Performance Tracking
- Shifted budget from underperforming sources to high-converting audience segments.
- Continuously monitored campaign performance and adjusted strategy for maximum efficiency.
✅ 200+ Test Ride Inquiries Monthly – Sustained volume of high-intent leads.
✅ 70% Qualified Lead Ratio – Improved lead quality for dealers.
✅ Reduced Cost per Lead – Optimized spending with a performance-driven approach.
Conclusion
By leveraging a highly customized digital advertising strategy, Mahindra successfully improved test ride bookings while lowering lead acquisition costs. This case study demonstrates how a targeted, data-driven approach can significantly enhance marketing effectiveness in the automotive sector.
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