Case Study: Renault drives qualified leads and cuts cost per conversion by 36% with Spectrm

Renault Acquires Leads for New Electric Vehicle ZOE in Conversational Display Ads

Renault wanted to educate potential buyers about the new ZOE electric car and drive test‑drive bookings, but needed a way to personalize guided tours of ZOE’s benefits at scale. Renault partnered with Spectrm to run conversational display ads (AdLingo Ads) via Google DV360 to move consumers from awareness to consideration to action.

Spectrm built a dynamic conversational ad unit that adapted in real time to buyer preferences, using conversation analytics and entrypoint split‑testing to optimize the journey. The campaign achieved a 1m 52s average engaged conversation time, generated over 5,000 micro‑conversions and produced a 36% lower cost per conversion versus electric‑vehicle benchmarks, with Spectrm’s data guiding later campaign iterations.

Renault

Sophie Heliot

Media Manager France