Adlucent’s Strategic Shift in Paid Search Leads to 15% Increase in ROAS

Signature Hardware breaks through revenue plateau with performance max

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The Challenge

Signature Hardware, a retail company offering high-quality, unique finds for the bathroom, kitchen, and home, first partnered with Adlucent in 2018 to manage its performance advertising program. Throughout the partnership, Adlucent made many strategic shifts to the program to maximize revenue across paid search and shopping ads. In 2022, Adlucent recognized a revenue plateau in shopping as demand flattened with their manual campaign structure. After previously utilizing both manual bidding and Google’s Smart Shopping, it was time for a new scientific approach to help Signature Hardware’s paid search outperform.

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How Adlucent Helped

While Adlucent had started to see success with Google’s Performance Max across many retail clients, the Adlucent team was skeptical about automation working for Signature Hardware, given the longer purchase cycle for bathroom and kitchen renovation products. Adlucent advised testing on a category level with a geo-based test and control structure, allowing our team to remain agile and evaluate campaign performance in real-time. Adlucent further partnered with Signature Hardware to ensure the team leveraged the best ad creative to maximize results.

With Performance Max, Adlucent took an omnichannel approach which enabled Signature Hardware to reach customers across all avenues, such as Search, Display, and YouTube, and capture demand across the buyer journey, including previously untapped upper-funnel consumers.

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The Result

As Adlucent tested into different categories, the team saw increased performance trends across the Performance Max test campaigns. Performance Max found more opportunities to drive quality traffic, increasing clicks by 27% and revenue by 10% on average year over year. As a result of Adlucent’s testing strategy and implementation of Performance Max, Signature Hardware saw a 24% improvement in conversion rate (CVR) and a 15% increase in return on ad spend (ROAS) in the four months following the implementation of Performance Max.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.