Case study · Deep dive · Meta advertising
How DMD Group received 7,646 leads in twenty-one months with Facebook and Instagram instant forms, and the settings that get each lead to the right salesperson.
DMD Group · MG, Ford, Opel, Omoda & Jaecoo, Geely, used cars · client since 2021
What was holding it back
Over the same period, DMD's Meta campaigns brought 401 leads through the website form, and 7,646 through instant forms.
An ad that sends people to the website asks three efforts of someone who asked for nothing: leave the app, wait for a page, type their details. Each effort loses some of them.
The website stays essential for people who want to compare. The instant form captures everyone else, without taking them out of Facebook or Instagram.
The story
The scene
Someone scrolls through Facebook and sees the new SUV from the dealership down the road. They tap "Sign up". Their name, email and phone number are already filled in. They pick Sunday for the test drive and send. It took ten seconds.
Had they landed on the website, they would have waited for the page, looked for the form and typed five fields with one thumb. And the first incoming call would have been enough to stop everything.
What we set up
At DMD, every brand has its own campaigns and its own form: MG, Ford, Opel, Omoda & Jaecoo, Geely, and used cars. The offer is precise, never a "contact us": a test drive, a lease, an offer of the month.
The Ford lease offer, run for every dealership in July and August 2025, brought 188 leads at €5.3 each. Used car catalogue ads, in Q3 2025, brought 398 leads at €2.6.
Two or three questions in the form are enough: when, a trade-in, how to pay. They cost a little volume and save the salesperson a lot of time, as they start with the people who are ready.
After sending
A lead left waiting until the next day has often already called someone else. A well connected form sends the lead where it belongs: the right brand, the right dealership, with the car they want and their answers.
At DMD, every lead goes straight to the group's call centre and lands directly in its calling software, without duplicates. The lead keeps its source: the campaign, the form, the offer.
The proof
The cheapest lead is not always the one who buys. The MyDigipal report connects each campaign to what the CRM did with it: car projects, sales, cost per sale. The budget then moves to what sells.
The numbers
« We used to have leads. Now we have leads we call back within the hour, brand by brand, and we can see which ones turn into sales. »
Checklist
What we set on every form, for every brand, before spending the first euro.
A test drive, a lease, an offer of the month. Never "request information".
Name, email and phone come from the profile. We add nothing else to type.
When, trade-in, financing. The salesperson knows who to call first.
The lead goes straight to the right team.
The lead lands in the salesperson's or call centre's tool, with its answers.
To judge each campaign by its sales, and move the budget.
Frequently asked questions
Both, for different people. The instant form captures those who would not leave Facebook or Instagram; the website serves those who want to compare. At DMD, over the same period, the first brought 7,646 leads, the second 401.
There are more of them, so they vary more. The form's questions sort them, and the CRM connected to the campaigns shows who buys: we judge on sales, not volume.
It depends on the brand, the offer and the season. At DMD, from €2.6 for used cars in catalogue ads to €15 or €27 on the most contested new models, depending on the half-year.
No. We connect the form to the dealership's own tool, whatever it is, so the lead arrives with its original campaign.
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