Audi Singapore Campaign Beats Cost-Per-Lead Benchmark by 13.6%

Teads and PHD Singapore delivered 70 qualified dealership leads for Audi Singapore through a digital campaign that cut cost per lead 13.6% below benchmark, marking the first deployment of Teads' automotive conversion product for an automotive objective in Asia-Pacific.

Campaign Delivers Below-Benchmark Costs Across Key Metrics

The campaign, which prioritized test drive bookings over broad brand awareness, also achieved a cost per click 16% below target. Mobile devices generated the highest volume of leads at the lowest cost across the campaign.

Model-level performance varied. The Audi A5 Sedan and Audi A3 produced the highest overall lead volumes. Electric vehicle models recorded the strongest cost efficiency: the Audi Q4 e-tron and Q6 e-tron achieved the most efficient cost per lead figures across the entire campaign.

Tom Corne, Regional Business Director at PHD Asia Pacific, described the approach as ground-breaking, citing its ability to connect awareness to booked test drives as the defining commercial achievement of the partnership. An executive involved in the campaign noted: "Moving from brand awareness to actual dealership visits was the natural next step for Audi. By layering lower-funnel tools over premium media, we proved that we can find high-intent drivers and actually get them behind the wheel, not just scrolling past an ad."

How the Campaign Was Built

The media plan combined premium publisher inventory, contextual targeting (matching ads to relevant editorial content), and native ad formats tailored to specific vehicle models. Teads applied AI-based optimization and predictive targeting to identify users most likely to take action.

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Mission MediaMission Media

Third-party tracking and real-time media buying adjustments were used throughout the campaign. This reflects a broader shift in how agencies manage automotive budgets, moving from post-campaign measurement toward continuous in-flight optimization.

Audi's transition to a direct-to-consumer sales model made lead quality commercially significant. PHD and Teads built the media plan around dealership enquiries, cost per lead, and cost per click rather than traditional reach and impressions metrics.

Singapore as APAC Testing Ground for Performance Media

Singapore's compact geography, high smartphone penetration, and affluent consumer base make it well-suited to campaigns where lead quality can be measured precisely. The campaign's success provides a replicable model that Teads and PHD can scale across larger APAC markets.

The strong cost efficiency of EV models in lead generation carries implications beyond media planning. For manufacturers deciding where to concentrate product marketing investment, performance-driven digital campaigns now function as real-time demand indicators. Lower cost per lead for EV models in Singapore suggests consumer intent for premium electric vehicles is sufficiently developed to respond efficiently to targeted digital prompts.

A separate Teads automotive campaign for an Audi Q3 e-hybrid using Connected TV inventory delivered 34,000 engaged site visits at a 60% reduction in cost per quality visit, demonstrating consistent above-benchmark performance across multiple Audi markets and formats.

The Operational Gap That Follows Lead Generation

Generating qualified leads efficiently is only part of the commercial equation. Research on automotive lead conversion shows the average dealer response time to digital leads is 42 hours. Dealers who respond within five minutes are 21 to 100 times more likely to convert those leads compared to slower responders.

AI-powered CRM systems (software that manages customer relationships and automates follow-up) deliver a 42% boost in conversion rates from online lead to test drive, with response times improving threefold to under 90 seconds through automation. Dealerships with high CRM engagement recorded a 6.5% average lift in sales performance.

For CMOs at premium automotive brands, the Audi Singapore campaign illustrates a dual mandate: restructuring media measurement around cost per lead and dealership enquiries, while investing in the operational systems needed to convert those leads before consumer intent fades.