s360 & Vianor: +80% online revenue in Paid Search

s360 consolidated Vianor’s campaigns in Google Ads and launched campaigns in Bing to drive online revenue and conversions in the Finnish market.

The Challenge

Vianor's Online Growth Stalled

Vianor's ambition to drive online revenue to new heights in the Finnish market faced a hurdle in 2023. While expectations were high, SEM performance didn’t see as much growth in the first half of the year as expected. As a result, Vianor experienced declining Google Ads revenue in Q2 compared to the previous year. While the tyre business is highly seasonal and quarter-specific numbers should be taken with a grain of salt, there was still a need for action.

To get back on the path to high online growth, s360 fully implemented Google’s Power Pair strategy. This included, among other things, simplifying Vianor’s search campaign landscape and leveraging the power of Performance Max

Client

Vianor

Industry

Car tires and services

80

%

increase in online revenue (SEM)

56

%

increase in ROAS (SEM)

54

%

increase in Transactions (SEM)

18

%

increase in Conversion rate (SEM)

The Solution

Strategic Consolidation and AI-Powered Growth

To reverse the revenue decline, s360 implemented a two-pronged strategy: campaign consolidation and AI-driven optimization.

Strategic Consolidation: s360 streamlined Vianor's search efforts, reducing the number of active campaigns from 13 in H1 2023 to 5 in H2 2023. This focused approach minimized campaign overlap and allowed for more efficient budget allocation.
AI-Powered Optimization: By simplifying the campaign structure in line with Google’s Power Pair strategy and implementing Performance Max, s360 empowered Google's algorithms to identify high-performing opportunities more effectively. This "letting AI take the lead" approach maximized efficiency and performance.
Expansion and Refinement through SA360: Building on the initial successes, s360 introduced Microsoft Ads to capture additional market share. s360 also implemented feed-based campaigns through SA360, enabling granular targeting by tire size and further optimizing product visibility. For big advertisers like Vianor, Google Marketing Platform offers the SA360 enterprise tool to manage large inventories at scale compared to the limited opportunities available in Google Ads. To scale and improve the Search performance, s360 leveraged SA360 templates for inventory management & cross-engine bidding.
Continuous Monitoring and Collaboration: Regular monthly meetings between s360 and Vianor ensured ongoing alignment, performance analysis, and strategic adjustments.

“Don’t micromanage the algorithm, and great things will follow. By not having a separate budget or campaign for each small part of the online inventory, we give the algorithm the freedom to allocate investment dynamically.”

Emil Warras, Senior Specialist, Paid Search s360 Finland

The Results

Quantifiable Success Through Strategic Optimization

The data speaks for itself: s360’s strategic optimization efforts delivered exceptional results and showcased the effectiveness of the renewed approach to Paid Search. All numbers below compare 2023 and 2024 in the Finnish market.

80% Revenue Growth: The strategic shift to fewer, more focused campaigns, combined with the power of PMax, resulted in an impressive 80% increase in online revenue year-over-year.
56% ROAS Improvement: Allocating resources more efficiently and optimizing bidding strategies led to a 56% increase in ROAS.
54% Transaction Volume Increase: Implementing PMax and SA360 feed-based campaigns expanded Vianor’s reach and improved targeting, driving a 54% increase in online transactions.
18% Conversion Rate Uplift: The refined campaign structure and algorithmic optimization contributed to an 18% increase in conversion rate, reflecting improved user experience and campaign relevance.

Limitations: In 2024, many other changes were made to the digital marketing setup overall that boosted the performance of search engine marketing, for example, through more optimal upper funnel advertising. However, that is outside the scope of this case.

The Client

Vianor

Vianor is a leading provider of comprehensive tire and car services in the Nordics, dedicated to ensuring customer safety and comfort on the road. Vianor is committed to easy, fast, and high-quality solutions. They operate on a one-stop principle, offering a wide range of services. From winter, summer, and all-season tires to a diverse selection of car maintenance and repair services, Vianor caters to all driving needs.

https://vianor.fi/

Contact

Emil Warras, Senior Specialist, Paid Search

Phone: +358 456 348034

[email protected]

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