Teads & PHD drive 70 Audi Singapore dealership leads

Teads has disclosed the results of a campaign for Audi Singapore, developed with PHD Singapore, that generated 70 qualified dealership leads in Singapore.

The campaign focused on persuading consumers to book test drives rather than simply lifting awareness, reflecting a broader push by car brands to tie digital advertising more closely to dealership activity.

Audi used the campaign as part of its shift towards a direct-to-consumer sales model, where lead quality carries greater commercial weight. Against that backdrop, PHD and Teads built the media plan around dealership enquiries, cost per lead and cost per click rather than broader reach metrics.

The work combined premium publisher inventory, contextual targeting and native ad formats tailored to specific vehicle models. Teads also applied AI-based cost-per-click optimisation and predictive targeting to identify users considered more likely to take a high-intent action.

Based on figures released by the companies, the campaign delivered a cost per lead 13.6 per cent below benchmark and a cost per click 16 per cent below target. Mobile generated the highest volume of leads at the lowest cost, while the Audi A5 Sedan and Audi A3 produced the most leads overall.

Electric vehicles also featured prominently. The Audi Q4 e-tron and Audi Q6 e-tron recorded the most efficient cost per lead, pointing to strong consumer interest in electric models in the Singapore market.

Dealer focus

The campaign highlights how automotive advertisers are trying to bridge the long-standing gap between online engagement and showroom traffic. For premium manufacturers in particular, the business case for digital media increasingly depends on whether it can influence concrete actions such as test drives, dealership visits and qualified enquiries.

That shift has led agencies and ad technology groups to place greater emphasis on lower-funnel measurement. In this case, third-party tracking and measurement were used to monitor performance and adjust media buying in real time.

PHD said its role was to align planning, audience strategy and performance targets across the campaign. The agency worked with Audi and Teads on model-level messaging, with creative variations spanning the Audi A3, A5 Sedan and the e-tron range.

The Singapore campaign was described as an APAC-first use of Teads' conversion product for this type of automotive objective. While the market is relatively compact, it is also highly competitive, making it a useful testing ground for media strategies designed to connect digital exposure with dealership outcomes.

For Teads, the case adds to a broader effort among advertising platforms to show that media placements can deliver measurable business results beyond brand visibility. Advertisers have pushed for clearer evidence that spending on premium digital environments can translate into sales-related outcomes, especially as budgets come under closer scrutiny.

Audi's global business provides some context for that pressure. The carmaker delivered 1.6 million Audi vehicles in the 2025 fiscal year, while fully electric models reached a record 223,032 deliveries. Group revenue stood at €65.5 billion.

Singapore is only one market within that global footprint, but the emphasis on electric models in the campaign results may be significant as premium manufacturers assess where consumer demand is emerging most strongly. The lower cost per lead reported for the Q4 e-tron and Q6 e-tron suggests that digital campaigns tied to concrete actions may also offer an early signal of shifting interest patterns within model line-ups.

"It was a privilege for Audi Singapore and PHD to partner with Teads on an APAC-first innovation, testing Teads' Conversion capability. This ground-breaking omnichannel approach enables true full-funnel activation, seamlessly connecting awareness to booked test drives, one of Audi's core KPI. We're excited by the impact this delivers, driving incremental performance and unlocking new opportunities for growth.", said Tom Corne, Regional Business Director, PHD Asia Pacific.

A second executive said the campaign was designed to move beyond impressions and online attention.

"Moving from brand awareness to actual dealership visits was the natural next step for Audi, and the results speak for themselves. It's one thing to get impressions, but it's another to see those digital touchpoints turn into physical test drives. By layering our lower-funnel tools over premium media, we proved that we can find high-intent drivers and actually get them behind the wheel, not just scrolling past an ad", said Fischmeister.