Motoring a breakthrough performance.
How a Performance Max rebuild — paired with first-party signal classification — took AHM's digital acquisition from steady to exponential.
Steady
wasn’t
good enough.
AHM is the undisputed leader in Indonesian motorcycles. Continued growth depends on a robust new-customer acquisition engine — and that engine is now overwhelmingly digital.
They were already running digital. The brief was not "start something new"; it was "go from steady to exponential." Three things were in the way:
- 01
Scale
How to significantly increase the volume of incoming leads without breaking the sales pipeline downstream.
- 02
Quality
Ensure increased volume converted, rather than just generating empty traffic and tying up the dealer network.
- 03
Efficiency
Dramatically improve return on ad spend (ROAS) by lowering Cost Per Lead (CPL) — turning the spend into a sustainable habit, not a quarter-end push.
AI on top.
First-party
underneath.
Our strategy combined advanced tools with AHM's unique customer data. We shifted to Google's Performance Max to use AI across Google's entire ad network — Search, YouTube, Discover, Display, Gmail — ensuring we reached customers wherever they were.
We then taught PMax exactly what a high-quality lead looked like by feeding it persona-based signals and first-party data from AHM's CRM and website. This intelligent signal classification let us target with precision — and stopped the algorithm from wasting impressions on cold, low-intent users.
Finally, we used Google's Performance Planner to forecast results and optimize the budget on a monthly rhythm, ensuring every investment was smart and efficient — and every reforecast was defensible.
PMax-first media mix
AI-managed bidding across all Google surfaces. No more channel-by-channel babysitting.
First-party signal layer
CRM + site behaviour piped into PMax as audience signals. The algorithm now hunts the right shape of user.
Persona-based creative
Six audience personas, three creative variants per persona — refreshed every six weeks.
Forecast-driven budget
Performance Planner output → monthly budget reforecast → quarterly sign-off. Predictable.
The receipts.
Increase in lead rate
High-quality, intent-classified leads vs. 2023 baseline.
Lower cost per lead
Across the full digital funnel — paid search and paid social blended.
Return on ad spend
Calculated against attributed showroom visits and conversion-to-sale.
“The implementation of this integrated strategy delivered transformative and immediate results, shattering previous benchmarks and setting a new standard for digital customer acquisition at AHM.”
Past the
numbers.
What we built that Astra Honda Motor still uses today — independent of the active media spend.
- 01A 90-day plan that's now in its fifth iteration — same five slides, evolving numbers.
- 02A first-party signal pipeline that's now feeding two adjacent paid programs.
- 03A persona-based creative library of 72 variants, refreshed quarterly.
- 04A weekly performance cadence that fits in one meeting, not five.
Fourteen SKUs, one voice
A creative system that scaled across 14 SKUs without losing the brand.