BYD & Omnicom: 25.4% higher conversion rate and 11.1% lower CPL with Tapper
Ahmed Murtadha
Associate Director, PHD
Tapper identified and filtered traffic that was weakening campaign performance. That led to a 25.4% improvement in conversion rate and an 11.1% drop in CPL within two weeks." - Ahmed Murtadha, Associate Director, PHD
About BYD & Omnicom
BYD is one of the world's fastest-growing electric vehicle brands, with increasing demand across regional markets as consumers actively research and compare EV options online. In this environment, paid media performance and lead quality play a critical role in driving efficient customer acquisition.
To support performance across digital campaigns, BYD worked with Omnicom, which managed media planning, activation, and optimization. While the campaigns were already being actively managed, both teams wanted greater visibility into the quality of traffic entering the funnel.
The Challenge
Even with strong campaign controls already in place, persistent traffic quality issues remained difficult to detect inside the ad platforms alone. This created inefficiencies that affected lead-generation performance.
Key issues observed included:
- Low-quality traffic entering lead-generation campaigns
- Non-genuine or low-intent users distorting optimization signals
- Traffic patterns that reduced conversion efficiency without being clearly visible inside platform reporting
- Hidden inefficiencies that affected CPL and overall lead quality
Why this happens even with Omnicom's controls
Omnicom had already applied platform-level safeguards, targeting logic, and optimization best practices. But some traffic quality issues sat outside what the platforms could identify or act on directly.
These were not operational mistakes. They were blind spots at the platform level, and resolving them required an additional real-time traffic quality layer.
Tapper's Solution
Tapper was deployed across BYD's campaigns to identify, classify, and block invalid or low-quality traffic in real time, without disrupting existing campaign operations.
Tapper provided BYD and Omnicom with:
- Real-time analysis of incoming paid traffic
- Identification of low-quality and non-genuine visits
- Automatic blocking of invalid traffic before it could distort campaign performance
- Cleaner optimization signals for ongoing media buying decisions
- Clearer visibility into traffic quality that was not visible within the ad platforms alone
The Impact
Once low-quality traffic was filtered out, BYD's campaigns became more efficient within a very short period.
Results achieved in just two weeks:
- 25.4% higher conversion rate
- 11.1% drop in CPL
These gains were achieved without changing budgets, landing pages, or core media strategy. The improvement came from cleaning up traffic quality and allowing campaign optimization to focus on more genuine, higher-intent users.
Client Feedback
Internal value for Omnicom
Tapper strengthened Omnicom's ability to:
- Validate media quality with deeper signal analysis
- Show measurable performance gains beyond platform-native controls
- Improve lead-generation efficiency for BYD
- Create cleaner optimization conditions in a short test window
- Demonstrate performance improvement quickly, within only two weeks
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