Fueling success: How Isuzu Thailand drove valuable leads and improved ROI with Google AI

Sinchai Larpsiriphon: In 2022, there was a significant rise in the pickup truck market in Thailand.

Isuzu rode the wave and is today, a leading automotive brand in this space.

However, we continued to face two key challenges. The first is having to keep up with the ever-changing consumer behaviours. The second challenge is driving efficiency, not just getting a lot of leads, but optimising for the highest quality leads at the lowest cost per qualified leads.

To overcome these challenges, we partnered with i-dac and Google to experiment in AI-powered solutions.

Chawanwit Striprechanun: We used Google AI to optimise our targeting, ads, and measurement in real-time. We first adopted AI-powered Search broad match to dynamically capture all relevant, new, and unexpected search queries.

After seeing the positive results, we added Performance Max to find untapped lead opportunities across all of Google’s channels.

We know that data is the fuel that powers the AI engine and high-quality data accelerates the achievement of our goal. So, we used enhanced conversion for leads and leaned into Isuzu first-party data to accurately and efficiently drive towards qualified leads.

Search broad match plus Performance Max truly delivered as an ads power pairing. And, together with enhanced conversion for leads we served ads to customers with real interests fueling a significant increase in qualified leads.

Larpsiriphon: Overall we uncovered 60% new search terms, and saw a 67% increase in qualified leads at 49% reduction in cost per qualified lead. This gave us a massive confidence in AI-powered solutions.

Google AI helped us to multiply qualified leads at a very efficient cost, and ultimately drive greater ROI.

So today, it is not a question of whether to use or not to use AI but a question of when, and how quickly to use AI to turbo boost our business results.