Motoring a breakthrough performance.
How a Performance Max rebuild — paired with first-party signal classification — took AHM's digital acquisition from steady to exponential.
The
brief
behind it.
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.
How we
built
the engine.
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.