How Performance Max Traded Cheap Clicks for High-Value Conversions

Paid Search ·

Latin America, Oceania ·

FMCG

Testimonial

It’s fantastic to see what you did with no international input or fresh content. To see improvements with what we currently have is amazing – it’s phenomenal!

Challenge

The client, a global public food manufacturer, faced the following challenges:

Stagnating lead quality and inconsistent cost-per-acquisition (CPA) across markets
Heavy reliance on low-cost clicks delivered high volumes but not always high-value leads
Competitive pressures:
- Mexico’s cost-per-click (CPC) was rising yet remained vital for volume
- Australia’s CPA was excessively high ($1,500), with low lead volume
- Argentina was underperforming
- Media spend budget cuts threatened lead pacing and overall growth

Solution

Launched Performance Max (PMax) for full-funnel campaign efficiency
Integrated Adobe Analytics for improved lead measurement
Actively shifted spend from underperforming geos to high-potential ones (e.g., to Mexico for high-intent traffic)

We were thrilled to achieve the following results for the client:

3,194% increase in impressions year-on-year
1,090% increase in clicks year-on-year
78% decrease in cost-per-click year-on-year
6% increase in conversions since PMax launch
Maintained lead volume pacing despite overall 38% budget reduction
Argentina went from being the worst to best performing market: 220% increase in conversions; 70% reduction in cost-per-lead
Portfolio-wide, we are now seeing the best monthly lead volumes and lowest cost-per-lead ever
Argentina (“The Star”): Turned performance around with $12 CPA and became volume leader
Mexico (“The Volume Driver”): Despite higher CPCs, reallocated budget captured essential volume
Australia (“The Turnaround”): Dropped CPA from $1,500 to $142, with consistent double-digit monthly leads
Brazil (“The Stable One”): Delivered stable volume at $94 CPA