PWM Mahindra Showroom Visit Funnel
Client
ParamWheels Mahindra
Period
Ongoing
Location
Ahmedabad
Spend
₹1,25,000
Leads
1,480
Test Drives
~620
Avg. CPL
₹84
Solving for Revenue, not just Reach.
In the automotive industry, customers compare and evaluate heavily. Lead generation alone isn't enough; you need intent and follow-through.
"Build a conversion-focused automotive funnel to increase test drives, improve lead quality, and drive showroom visits."
Initial Digital Gaps
Low test drive bookings from digital channels
High cost per lead (CPL) vs competitors
Weak retargeting structure
Limited offer-based positioning
No structured funnel from lead → showroom
Efficiency Analysis
Deep-diving into the numbers to validate message-market fit and budget optimization.
Cost Efficient
ROI Focused
Lead Acquisition Efficiency
CPL: ₹84. Benchmark range: ₹100–₹300.
~20–60% lower acquisition cost
High volume with controlled spend
Highly competitive in the Ahmedabad metro
Test Drive Performance
~620 test drives from 1,480 leads (42% CVR).
Exceptionally high lead-to-test drive ratio
Strong lead quality and intent matching
Effective follow-up and appointment system
Traffic Quality Impact
CPC: ₹3.85.
Strong creative relevance to vehicle shoppers
Effective targeting for XUV, Scorpio, and Thar models
High engagement efficiency across search and social
Funnel Optimization Results
Success focused on movement towards actual purchase behavior.
Measurable increase in physical showroom walk-ins
Consistent lead flow across 5+ months
Reduced friction in the test drive booking journey
Strategic Framework
"We don't experiment with your budget. We apply proven systems that generate predictable revenue."
Intent Capture (Search)
Focused on vehicle-specific intent (XUV, Scorpio) and high-intent location queries.
Conversion Layer (Meta)
Lead generation campaigns backed by retargeting warm audiences who interacted with specific models.
Offer-Led Positioning
Messaging focused on EMI affordability, limited-time offers, and booking urgency.
Creative Strategy
Strong CTAs and pricing hooks designed to accelerate decision-making cycles.
Funnel Performance Breakdown
Reach / Impressions
2,960,000
Leads/Applications Generated
1,480
Cost Per Lead (Acquisition)
₹84
Conversion Outcome
42% (Test Drive)
" Success wasn't just leads — it was movement down the funnel toward actual purchase behavior. "
Business Impact
The campaign successfully shifted the needle from offline dependency to a repeatable digital growth system.
Total leads generated: 1,480
Average acquisition cost: ₹84
Confirmed test drives: ~620
Significant increase in showroom walk-ins
Improved purchase intent via structured retargeting
Detailed Efficiency Log
Test Drives
High lead-to-appointment conversion.
~620
Leads
Qualified automotive intent leads.
1,480
CTR
Strong relevance in a competitive sector.
1.09%
What This Demonstrates
Leads alone don't matter — conversion to test drive does
Offers + urgency significantly improve performance
Retargeting is critical for delayed decision cycles
Search + Meta synergy drives both intent and scale
Funnel structure directly impacts showroom sales