Xpeng
How Xpeng Lowered Lead Costs and Drove EV Sales with TikTok’s Internal Lead Forms
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The Objective
Rethinking lead generation to improve efficiency and drive quality outcomes
Xpeng is a premium electric vehicle brand known for combining cutting-edge technology, sleek design, and smart features to deliver a high-performance driving experience. As a relatively new electric vehicle brand in the Israeli market, Xpeng was looking to establish credibility and build consumer trust in a competitive automotive landscape.
Previous lead generation efforts hadn’t delivered the desired results, prompting the team to seek a more effective strategy. Partnering with McCann Digital and Imagine, this campaign was launched to support a key sales event and to explore new ways of driving high-quality leads with lower acquisition costs—positioning Xpeng as a smart, innovative choice in the EV space.
The Solution
Leveraging TikTok's ad ecosystem to streamline conversion and spark interest
To meet its goals, Xpeng implemented a multi-faceted approach on TikTok:
Internal Lead Form: By shifting from an external landing page to TikTok’s Instant Form we unlocked a powerful combination of reduced costs and significantly higher-quality leads driving better performance and a smoother user journey that keeps potential customers engaged right where they are.
Data-Driven Optimization: Real-time performance monitoring enabled continuous refinement to maximize campaign efficiency.
Engaging Creative Approach: The brand used TikTok's unique ad formats to capture audience attention and drive interaction.
Seamless User Experience: The full-funnel experience remained on-platform, minimizing drop-off and boosting lead quality. The campaign centered around an exclusive sales event, with messaging that highlighted Xpeng’s innovative EV lineup and limited-time offers—creating urgency among viewers.
The Results
High-quality leads, lower costs, and confirmed EV sales
The campaign delivered strong, measurable results, validating the strategic shift to TikTok’s internal lead form and native creative approach.
Lower CPL:
Xpeng achieved a CPL of 172 ILS, which was 8.7% lower than a leading alternative platform.
Compared to previous campaigns on TikTok, the brand saw a 132% improvement in CPL, highlighting the impact of platform-native optimization.
Sales: Beyond efficiency, the campaign also generated 16 confirmed vehicle sales—a significant outcome given the high-investment nature of automotive purchases.
High-quality leads: The leads collected were high in quality, averaging 68.67%, showing that TikTok can not only drive volume but also attract serious, conversion-ready prospects.
Overall, the campaign demonstrated TikTok’s potential as a full-funnel solution for premium brands operating in complex, high-consideration categories.
TikTok enabled us to craft our brand story in a bold, engaging way while harnessing the platform’s advanced tools to drive measurable performance. By combining creative authenticity with data-driven optimization, we reached high-intent audiences, lowered acquisition costs, and delivered real sales — all within a seamless, on-platform experience. proving that even in a high-consideration category like electric vehicles, bold storytelling drives real results."
