Arocs is a heavy-duty truck engineered for demanding construction and quarry environments. To accelerate sales of body-ready tippers available for immediate delivery, Mercedes-Benz Trucks partnered with ph to deliver a targeted paid social lead generation campaign across the UK. With stock ready to move, the challenge was not awareness, but quickly identifying and converting engaged prospects in a commercially driven audience.

The objective was to generate high-quality, sales-ready leads that could directly support the dealer pipeline. Success depended on reaching decision-makers with genuine purchase intent and moving them efficiently through the consideration journey, without wasting budget on low-relevance audiences.

ph designed and executed a multi-platform paid social strategy across Meta and LinkedIn, and added an email campaign and PPC. Using first-party data, we built behavioural personas to identify high-value prospects. These were layered with industry and role-based targeting to ensure relevance at scale. Campaigns were structured across mid- and lower-funnel stages, with messaging tailored to different audience segments and intent levels. We ran continuous A/B testing on creative and copy, rapidly iterating based on performance insights to improve engagement and conversion rates. Close collaboration with the Mercedes-Benz Trucks team ensured alignment with dealer priorities, enabling us to refine targeting and messaging in real time based on on-the-ground feedback.

The campaign delivered against forecasted lead targets while exceeding expectations on quality. Dealer Sales Directors reported consistently high conversion potential, with leads demonstrating strong commercial intent and readiness to engage. By focusing on precision targeting and continuous optimisation, the campaign not only drove volume but improved efficiency, maximising return on media spend and strengthening confidence in paid social as a reliable sales driver.