Cold audience targeted by interest — competitors, used cars, 18–65 across all UK. Video ads ran on Facebook & Instagram to maximise reach and create awareness around the brand and offer.
Everyone who visited the landing page, watched the video, or engaged with an ad — but didn't submit a lead form — was automatically added to the pixel audience. This became the fuel for the remarketing campaign.
Pixel-based warm audience re-engaged with targeted ads on Facebook & Instagram. Because these users had already shown intent, the campaign converted at a significantly lower cost per lead than TOF.
At £10.96 CPL vs £25.62 for TOF, the remarketing campaign delivers significantly lower cost-per-lead by targeting users already in the funnel — maximising budget efficiency.
The TOF campaign generated 704K impressions and 185 leads — feeding the remarketing pool. Without a healthy TOF, remarketing audiences shrink. Both campaigns are interdependent.
CPM trended upward across both campaigns from January to March — consistent with increased auction competition as Q1 progressed. Mid-February saw a temporary dip before rising again.
£55 for TOF, £20 for remarketing, £10 for page growth reflects a classic full-funnel split. The remarketing ROAS suggests increasing its budget allocation in Q2 could drive further efficiency.
Warm pixel audiences consistently outperform cold interest-based targeting on CPL. For automotive lead gen, retargeting users who visited but didn't convert is the clearest path to efficient spend.
Across TOF and remarketing, the combined campaign delivered 336 website leads in 90 days — an average of 3.7 qualified leads per day at a blended CPL across both budget tiers.
This report is an aggregated benchmark for the Automotive — Car Purchase vertical. Client name and brand-specific details have been anonymised for portfolio purposes. Data covers Facebook & Instagram campaigns, Jan – Mar 2026.