Case Study: BMW achieves 56% lower cost per lead and 2.8x more leads with Facebook lead adverts

BMW - Customer Case Study

BMW UK, the iconic German carmaker, wanted to test whether Facebook lead adverts could deliver scalable, high‑quality enquiries for test drives and brochures while preserving its creative and customer‑experience standards. The challenge was that BMW’s legacy web forms were long and time‑consuming, and needed to include dealer search, opt‑outs and legal wording without hurting conversion rates.

BMW worked with Facebook and partner Driftrock to deploy shorter, mobile‑friendly lead adverts that fed directly into its CRM, used a Facebook pixel for tracking, and completed final steps (including local dealer search) on BMW’s site; Driftrock’s Live Leads overlay helped visualise enquiries by model and location. Over a two‑month campaign starting January 2016, BMW achieved a 56% reduction in cost per lead and a 2.8× increase in lead volume, prompting plans to roll out similar campaigns across other series.

BMW