Romana Auto

The objective

Creating full-funnel growth for an Italian automotive company

Romana Auto is a national automotive company offering a multi-brand inventory of new vehicles, Km 0 cars and certified pre-owned vehicles, with a focus on Fiat, Jeep and Lancia. With an established network across Rome, Viterbo, Ariccia, Latina and the greater Milan area, the company combines heritage with a modern, customer-focused approach, supporting motorists at every stage with reliable and tailored solutions.

On TikTok, @romana_auto maintains a consistent organic presence through an edutainment-driven content strategy. Content is led directly by team members, who act as the face of the brand, using a direct and authentic tone to explain vehicle features, showcase available inventory and highlight current offers. This approach simplifies technical aspects of the automotive category.

Having not previously invested in paid activity on TikTok, the brand launched its first campaign on the platform to diversify its media mix and drive incremental reach and sales beyond existing digital channels. Working with their agency, Secret Key SRL, the key objective of this campaign was to create full-funnel growth, raising awareness, reach, consideration and conversion.

The solution

The brand refined their audience as they moved through the funnel by using conditional lead generation forms

The campaign targeted users in Rome, combining In-Feed Ads and lead generation campaigns to drive performance across the full-funnel, from discovery to conversion. Rather than implementing manual split tests, the campaign relied on the algorithm's creative optimisations to manage creative delivery.

In terms of content, the campaign used a strategic mix of edutainment and product showcase formats. Videos highlighted technical vehicle features alongside current promotions in a way that was clear, accessible and engaging, maintaining consistency with the brand’s organic content style.

By leveraging conditional lead generation forms the automotive brand were able to refine their audience as they moved through the funnel. Based on their responses, users were either guided further towards conversion or excluded from subsequent steps, helping improve lead quality and overall campaign efficiency.

The results

Delivering leads at scale while maintaining impressive cost efficiency

The campaign delivered outstanding results, successfully increasing lead volume while maintaining strong cost efficiency on TikTok.

The activity drove a 50% reduction in cost per lead and a 60% reduction in cost per appointment, while achieving a return on investment of 5.3. These results demonstrate the effectiveness of the campaign structure in delivering high quality leads at a lower cost.

Outside the key metrics, the campaign also contributed to additional revenue beyond directly tracked results. The brand saw an uplift in conversions across other channels, driven by users who were exposed to TikTok ads and later converted elsewhere.

Supported by their TikTok account representative from the outset, the campaign’s performance was driven by the use of lead generation campaigns combined with conditional forms. This approach enabled the brand to pre-qualify users based on their responses, ensuring that only the most relevant prospects progressed through the funnel. The strategy and the campaigns managed by Secret Key Agency delivered outstanding results, successfully increasing lead volume while maintaining strong cost efficiency on TikTok.

As a result, the campaign delivered both strong lead volume and higher quality contacts, improving overall efficiency and conversion potential.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.