FORD Thailand · Paid Media Audit

The brand it already owns.
The market it doesn't.

ford.co.thThailand market
~$15–20K/moEst. paid spend today
Google AdsTakeover strategy
Paid Media Opportunity Assessment2026
01 The snapshot

Where ford.co.th stands today

75K
Organic visits / month
$68K
Monthly value of that organic traffic
~146
Paid keywords — almost all branded
7.2%
Of keywords rank in Google's top 3
Source: Google organic-search visibility & Google Ads data (estimated) · July 2026Ford Thailand
02 The traffic mix

Demand is driven by the brand — not by reach

Organic search traffic — branded vs non-branded
Branded ("Ford", model names)74%
Non-branded (new buyers)26%

3 of every 4 visits already come looking for Ford. Growth lives in the other 26%.

Paid budget allocation today
~100%
of ad spend
on BRANDED terms
Branded defense
Category / new demand
Source: Google organic-search data + Google Ads spend estimates, July 2026. Paid figures to be confirmed inside the live Google Ads account.
03 Where the money leaks

Three leaks in the current account

01

Paying for the brand it owns

Bidding on "Ford / Ranger / Everest" — terms it already ranks #1 for organically. Much of this traffic would arrive free.

~100% branded spend
02

Ignoring the real market

Near-zero bidding on category terms (pickup, 4×4, SUV) or rivals — Hilux, D-Max, Fortuner. That's where net-new buyers shop.

~0% conquesting
03

Burning budget on support pages

Ads served on how-to & owner-support content (audio system, ABS guides). Misconfigured Dynamic Search Ads = wasted clicks.

Waste to recover
Source: Google Ads account analysis (estimated) · July 2026Ford Thailand · Paid
04 The battlefield

Thailand's pickup market — where Ranger really competes

43.5%
Toyota Hilux
62,585 units
35.8%
Isuzu D-Max
51,410 units
7.8%
Ford Ranger
11,159 units
5.6%
Mitsubishi Triton
8,030 units
5.2%
Toyota Hilux Champ
7,513 units

Ranger holds just 7.8% — a distant #3 behind two giants that own ~79% of the segment. The ad account isn't fighting for those switchers.

Source: Thailand pickup-truck registrations, full-year 2025 — autolifethailand.tv (Toyota Motor Thailand data). Total segment 143,789 units.
05 The plan

90-day paid strategy

Week 1–2

Foundation

  • Access + full audit
  • Fix conversion + offline tracking
  • Kill wasted spend
  • Restructure account
Week 3–6

Efficiency

  • Branded incrementality test
  • Right-size brand defense
  • Rebuild RSAs per model
  • Dedicated lead landers
Week 5–10

Growth

  • Non-branded category
  • Competitor conquesting
  • PMax per model
  • YouTube / Demand Gen
Week 9–12

Scale

  • Double down on winners
  • Motor Expo surge (Nov–Dec)
  • Auction-insights monitoring
  • Spend → showroom dashboard
North-star metric: Cost per Qualified Lead → showroom visitsFord Thailand
06 The shift

Same budget — redeployed to win new buyers

Branded defense ~90%
Category 5%
Waste 5%
TODAY
→
Branded (lean) 35%
Category / non-branded 30%
Conquesting 20%
PMax / YouTube 15%
PROPOSED
Illustrative reallocation — final mix set after tracking is live and incrementality is measured.
07 The thesis
Stop paying to defend a brand it already owns.
Start capturing the buyers shopping the category.
+ New
Net-new pickup & SUV buyers from non-branded + conquesting
− Waste
Recovered spend from branded cannibalization & bad DSAs
Showroom
Measured to visits & units — not just clicks
Ford Thailand · Paid Media TakeoverNext: account structure & keyword build
01 / 08