Brand Kia
Industry Automotive
Country Kazakhstan
Tools Search Lift

Understanding Consumer Intent: Search Lift Reveals Meta’s Contribution to Kia’s Demand

Admixer Advertising, together with Kia and with the support of the agency Dan Media, conducted a Search Lift study to assess how Meta advertising impacts search activity in Google. The study helped determine what share of the growth in search queries was driven by organic search and what share was generated by paid advertising campaigns.

Objective

Kia is one of the fastest-growing automotive brands in Kazakhstan. Amid rising demand and increasing competition among dealers, enhancing digital marketing effectiveness and optimizing advertising costs while maintaining a stable flow of leads and sales has become a key priority for the brand.

The main objectives of the project were to:

• determine the extent to which Meta advertising influenced the growth of brand-related search interest;
• assess what share of search traffic was driven by advertising rather than organic demand.

Solution

  1. Data connection and validation became the first stage of the solution implementation.
    Search Lift was linked to the active advertising campaign. The correctness of pixel operation and key events was verified, and UTM parameters were set up to accurately match advertising and search traffic.
  2. The next step was building the correct testing logic.
    Control and test groups were configured with defined geo-targeting, audiences, and time periods, which made it possible to clearly separate the effect of advertising exposure from organic demand.
  3. Special attention was paid to budget control and traffic distribution.
    After confirming that the advertising flow was stable and isolated from other channels, clear inclusion and exclusion rules were established, ensuring the accuracy and objectivity of the results comparison.

Aleksei Mutasov

Head of digital, Dan Media
"In the automotive industry, the customer's journey often begins with social content and leads to search engines. Thanks to the Search Lift study, we were able to quantify the direct link between Meta's reach and user activity on Google and Yandex.

The results confirmed our hypotheses: the ad campaign didn't just build awareness; it delivered 142 incremental conversions that we would have otherwise missed. It is critically important for us to see that 74% of our search channel success was driven by our media activity. This gives us confidence in our chosen strategy and allows for a more transparent assessment of each channel's contribution to the overall sales funnel."

Results

According to the Search Lift study, advertising activity drove an increase in branded search interest and conversion volume, generating additional search demand.

The impact coefficient captured the share of incremental conversions directly driven by advertising: +71% in Google and +70% in Yandex.

Overall, the campaign delivered 142 additional conversions from the search channel, confirming the key role of advertising in building and strengthening brand demand in search.