CASE STUDY

How OneIngage Helped Peugeot Increase Qualified Lead Rate by 16% with TikTok Deep Funnel Optimization

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THE CHALLENGE

Making Qualified Leads the True Measure of Success: In Türkiye's competitive automotive market, high lead volume alone no longer guaranteed business impact. Peugeot needed a TikTok lead generation model that moved beyond basic form submissions and prioritized prospects who passed call-center validation and were more likely to visit a showroom.
Filtering Out Low-Intent Submissions: At the advertising stage, the campaign could not distinguish low-intent users from prospects with genuine purchase potential. Improving call-center efficiency required media optimization to account for manually verified lead quality, not just raw lead volume.
Connecting Online Form Data to Call-Center Outcomes: TikTok lead campaigns could track form submissions, but not whether those leads passed call-center qualification. Without offline CRM and call-center data flowing back into the platform, the algorithm lacked the deep-funnel signals required to identify a qualified lead.
Improving Lead Quality, Volume and Cost Efficiency Together: Better lead quality could not come at the expense of scale or higher acquisition costs. Peugeot needed a measurable, scalable optimization model that could increase both qualified lead rate and qualified lead volume while reducing cost per qualified lead.

Dynamically Feeding CRM and Call-Center Data into TikTok: OneIngage implemented a data integration that continuously sent Peugeot's call-center qualification outcomes and CRM signals back to TikTok. This allowed the campaign to learn which online form submissions became qualified leads at the offline stage.
Activating Deep Funnel Optimization with Smart+ Lead Generation: TikTok Smart+ Lead Generation campaigns were powered by Deep Funnel Optimization (DFO). The optimization objective shifted from basic form submissions to call-center-qualified leads, enabling the algorithm to prioritize high-intent users who were more likely to visit Peugeot showrooms.
Using TikTok-Native Video Creatives in a Structured Test: Custom TikTok-native videos and existing brand creatives were deployed dynamically within the Smart+ Lead campaign. A structured A/B split test compared how effectively each creative approach captured attention and drove high-intent user actions.
Measuring Deep-Funnel Business Outcomes with a TTAM Split Test: The DFO test campaign was compared with a control group through a TTAM split test. Qualified lead rate, qualified lead volume and cost per qualified lead were assessed together, revealing DFO's impact on measurable bottom-funnel outcomes versus standard optimization.