SNG Barratt, a UK-based Jaguar car parts manufacturer, was seeking growth in the US market. Their 2023 PPC activity had plateaued despite adherence to best practices, and a strong reliance on E-Type parts limited exposure to other products and locations.
The Challenge
Although ROAS targets were being met, overall PPC revenue declined by 13% year-on-year. Traditional optimisation wasn’t delivering growth, and Google’s automation had deprioritised several viable products due to limited data. To reverse this trend, a more strategic structure was required.
Our Approach
We implemented a multi-layered PMAX structure, combining regional targeting with product-specific campaigns.
- Built two non-branded PMAX campaigns – one for top-performing states, and one for all remaining US regions
- Isolated E-Type parts into a dedicated P.Max campaign to properly measure and scale impact
- Audited products overlooked by PMAX, assigning them to a standalone Shopping campaign to improve visibility and test potential
The Results
- Delivered a 33% increase in revenue year-over-year (2024 vs 2023), and 11% above 2022
- Drove +955% revenue growth in historically underperforming regions
- Generated over 1,100% ROAS across campaigns
- Non-converting product campaign uncovered new opportunities, contributing significant incremental revenue
- E-Type campaign alone made up more than 22% of total PPC revenue
Conclusion
By separating strong and weak performers and tailoring regional strategy, we transformed SNG Barratt’s US PPC performance.
This case underlines the value of manual segmentation and strategic control within automated campaign frameworks like PMAX, especially when growth has stalled.
