Case Study: BMW Group achieves increased test-drive bookings and cuts lead costs with LinkedIn Marketing Solutions

Driving conversions among high-value consumers on LinkedIn

BMW Group Malaysia launched the first-ever BMW 330Li M Sport and faced the challenge of reaching and converting high-value, professional consumers into test drive bookings by turning a precise ideal-customer profile into an effective marketing audience.

Using LinkedIn’s precise targeting (seniority, job function, interests), the team ran multiple audience permutations and exclusions to refine behavior, and deployed Sponsored Content, Lead Gen Forms and Sponsored InMail to drive test-drive sign-ups. The campaign outperformed BMW’s benchmarks with a 42% lower CPM, 21% lower CPL and a reach of 160,000.

BMW Group

Qaid Johar

Performance Marketing Director, Entropia