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

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

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.

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.

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.

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.

Brand	Kia
Industry	Automotive
Geography	Kazakhstan
Tools	Search Lift