• Client: Audi Middle East
• Location: Abu Dhabi and Al Ain
• Campaign Type: Google Search & Display
• Objective: Generate Qualified Leads for Luxury Sedans and SUVs through Test Drive Bookings

Overview
Audi Middle East faced a significant challenge in generating a sufficient number of qualified leads and improving the show-up rate for test drives of their luxury sedans and SUV models. They needed a robust digital marketing strategy to capture the interest of high-intent customers and convert that interest into actual showroom visits.

Challenges
Low Number of Qualified Leads: The previous campaigns were generating leads, but the quality was not up to the mark. Many leads were not converting into actual test drives.
Poor Show-Up Rate: Even when leads were qualified, getting them to show up for the test drives was a significant hurdle.

Strategy & Actions Taken

1- Targeted Keyword Strategy:

We started by refining the keyword strategy for Google Search campaigns. By focusing on high-intent keywords such as “luxury car test drive Abu Dhabi” and “Audi SUV test drive Al Ain,” we were able to attract more qualified prospects who were genuinely interested in booking a test drive.

2- Customized Ad Copy:

The ad copies were crafted to highlight the unique selling propositions (USPs) of Audi’s luxury sedans and SUVs, such as advanced technology, superior comfort, and the prestige associated with driving an Audi.
We also incorporated strong calls-to-action (CTAs) that encouraged potential customers to book a test drive immediately.

3- Geo-Targeted Display Ads:

For the Google Display campaign, we employed geo-targeting to reach users specifically in Abu Dhabi and Al Ain. Display ads were designed to visually showcase the elegance and sophistication of Audi’s vehicles, creating a strong desire to experience them firsthand.
Retargeting was also utilized to re-engage users who had previously shown interest but had not yet booked a test drive.

4- Landing Page Optimization:

The landing pages were optimized to reduce friction and encourage conversions. We implemented a simplified booking form, ensured that the mobile experience was seamless, and included testimonials and reviews to build trust and credibility.

5- Lead Nurturing & Follow-Up:

We implemented an automated email follow-up system to nurture leads who booked test drives but hadn’t shown up. Personalized reminders and exclusive offers were sent out to encourage them to visit the showroom.

Results

Impressions: 15.5 Million
Clicks: 131,000
Conversions (Test Drive Bookings): 1,030
Cost: dh259,000

The strategic adjustments led to a significant improvement in the quality of leads generated and the show-up rate for test drives. With over 1,000 conversions, Audi Middle East was able to attract a more qualified audience, resulting in a higher number of potential buyers visiting their showrooms in Abu Dhabi and Al Ain.

Conclusion
Through a combination of targeted keyword strategy, customized ad copy, geo-targeted display ads, and optimized landing pages, we successfully addressed the challenges Audi Middle East faced in generating qualified leads and improving the show-up rate for test drives. This comprehensive approach not only enhanced the lead quality but also maximized the ROI on their digital advertising spend.