01Challenge
What needed to change.
Generate a consistent flow of valid automotive leads while maintaining acquisition efficiency and supporting the sales team with opportunities capable of converting into actual vehicle purchases.
All work
Mitsubishi Viet Hong
Automotive acquisition and performance marketing
Led digital acquisition for Mitsubishi Viet Hong, focusing on generating valid sales opportunities, improving paid media efficiency and connecting marketing performance with actual vehicle sales.
~300Valid phone leads / month
~$3.1Cost per valid lead
8–12Vehicles sold / month
+50%Online lead growth YoY
How the work was framed
Start with the problem.Build the system around it.
The work was approached as a connected business problem—not as an isolated campaign, channel or platform metric.
02Approach
How I framed the solution.
Managed automotive acquisition as a measurable sales pipeline rather than optimizing only for advertising-platform metrics, connecting lead generation, acquisition cost and dealership sales outcomes.
Optimize the connected system, not just the visible channel.
Execution
What I actuallybuilt and operated.
01
Planned and executed paid acquisition across Meta and Google.
02
Optimized campaigns toward valid phone leads rather than raw form submissions.
03
Continuously monitored lead cost and campaign efficiency across acquisition channels.
04
Connected marketing performance with dealership sales feedback to evaluate real business outcomes.
Evidence & outcomes
Proof behindthe work.
Selected outcomes are shown from documented project data and downstream results where available.
01Evidence
Acquisition performance measured against valid phone leads.Lead Generation Performance
Stable-month acquisition performance focused on valid phone leads rather than raw form submissions.
~300Valid Leads / Month
~$3.1Cost / Valid Lead
02Evidence
Advertising-attributed vehicle sales during stable operating periods.Sales Attribution
Marketing performance was connected with downstream dealership sales instead of being evaluated only by advertising-platform metrics.
8–12Vehicles Sold / Month
+50%Online Lead Growth YoY
03Evidence
Paid media return measured across automotive acquisition activity.Paid Media Efficiency
Paid acquisition was monitored against business return, not only lead volume.
10.05×Average ROAS
04Evidence
Measurement layer supporting campaign optimization and sales feedback.Measurement & Tracking
Tracking connected campaign activity with measurable lead actions and downstream performance.