The Challenge

An established American consumer electronics company is looking to increase presence in many growth markets, including Mexico. However, they have some difficult challenge to overcome.

• A very small budget relative to competitors

• No DTC - only running mid-funnel ads optimized toward familiarity

For the US & Canada, Shopping & Discovery campaigns drove most of the traffic. However, Mexico did not have the budget to make the same splash. With Pmax being the new kid on the block, the company looked to leverage this data-driven tactic to increase traffic.

The Strategy

With this being a known challenge in the Mexico market, we aligned on testing Pmax to generate traffic and qualified leads (determined by activity on website using GA4 lead scoring). Since many of the needed assets were already present in other shopping and RSA campaigns, we were able to activate quickly and start gathering data.

Once launched, biweekly reporting allowed us to track how Pmax performance grew as impressions and clicks ramped up. Balancing the learning Pmax campaign with existing nonbrand campaigns, Pmax grew to ~10% of total MX spend.

The Results

In the 4-month test, Pmax generated over 180k clicks at a $0.07 CPC. Qualified leads were also generated efficiently, effectively doubling QLs PoP at a 95% lower CPQL (Cost Per Qualified Lead). With this success, Pmax was set as another scalable tactic to be used to mid-funnel traffic in the short term and another tool to drive incremental revenue down the line.