Diesel Engine Aftermarke Parts
14X ROAS from Strategic Campaign Restructure & Non-Brand Expansion
Industry & Client Overview
Industry
Diesel Engine Upgrades & Performance Parts
Region
United States
Platform
Magento Commerce
(Magento 2)
Business Model
Direct-to-consumer sales of turbo kits, intercoolers, intakes, and accessories
Client Background:
This brand has been a recognized name in the diesel engine aftermarket for over 15 years, known for high-performance parts compatible with Duramax, Powerstroke, and Cummins platforms. Despite a strong presence for branded search, their paid search campaigns struggled to reach new customers or expand beyond their core audience.The Challenge
Before our involvement, the client faced several key limitations in their Google Ads performance:- Limited Reach: Most conversions came from brand-name searches (e.g., “HSP Duramax intake”)
- No Non-Brand Scaling: Campaigns were not targeting product-related or competitor searches
- Underperforming PMax Structure: One-size-fits-all PMax campaign was not aligned with category performance or funnel intent
- Flat ROAS: Return on ad spend was inconsistent and below target, limiting growth investment
- Lack of Ad Testing: No A/B testing for assets, and no ongoing negative keyword exclusions
Our Strategy
To scale profitably and improve new customer acquisition, we executed a high-impact optimization plan:Google Ads Audit & Cleanup
Identified issues in campaign overlap, keyword matching, and asset structure.
Search Campaign Launch – Brand + Product Segments
Created separate campaigns for branded queries and product-specific terms to gain bidding control and insights.
Non-Brand Campaign Development
Built dedicated campaigns for top-selling product categories using phrase and exact match non-branded keywords.
Daily Negative Keyword Refinement
Actively excluded irrelevant or low-buying-intent queries from brand and generic campaigns.
Performance Max Segmentation
Separated campaigns by product line (Duramax, Powerstroke, Cummins) to track and optimize asset group performance individually.
A/B Testing of Asset Groups
Launched iterative tests on ad headlines, images, and landing page paths to improve engagement and conversion rate.
Key Results
| Metric | Before Optimization (Aug–Oct) | After Optimization (Mar–May) | Change |
| ROAS (Conv. Value / Cost) | Avg. $10.64 | Avg. $13.39 (Peak at $15.55 in Mar) | Stable high-ROAS |
| Cost per Conversion | $67.01 (Oct) | $58.10 (May) | ↓ 13% |
| Conversions | 191 (Oct) | 395 (May) | ↑ 107% |
| CTR | 1.80% (Oct) | 2.72% (May) | ↑ 51% |
| Conversion Value | $138,347.55 (Oct) | $287,881.04 (May) | ↑ 108% |
| Total Conversions (All) | 428 (Oct) | 852 (May) | 2X monthly volume |
➔ Best Month: May 2025 — highest conversion count, stable cost per acquisition, and more than double the revenue value compared to pre-optimization months.
Campaign Snapshot – Google Ads Performance
Business Impact
By moving beyond brand-only targeting and restructuring their paid search campaigns, we helped this diesel performance brand unlock consistent, high-ROAS growth. Key outcomes included:- Over 100% increase in total conversions — from 428 to 852 in a peak month
- Increased 13–14X ROAS, even while scaling non-brand traffic
- Reduced cost per conversion by 13%, despite broader keyword reach
- Significantly expanded new customer acquisition beyond brand terms
- Created a reliable, data-driven acquisition engine using brand, product, and category-specific segmentation
Their account now operates with precise keyword targeting, performance-max segmentation, and clear attribution — giving the client full confidence to scale further.
What’s Next?
If you’re looking to scale your eCommerce sales with smarter search strategies, we can help:- Free Campaign Audit: We’ll evaluate your structure, targeting, and conversion path
- Custom Growth Plan: Discover how we can scale your ROAS and reach new buyers
- Strategy Call: Book a session to explore opportunities in Google & Bing Ads