How an Agricultural & Construction Brand Grew New-to-Brand Demand

This agricultural and construction supplies brand serves a practical, professional audience. Its products are built for durability and long-term use, supporting farmers, growers, and construction teams with essential plastic materials such as greenhouse film, silage tarps, shade cloth, landscape fabric, erosion control products, and construction-grade sheeting.

The business operates as a single-brand Amazon seller with a catalog designed to solve specific, utility-driven needs. While demand was steady, growth increasingly depended on how efficiently the brand could reach new customers entering the category.

The Challenge

This brand’s Amazon search strategy was mature. They bid aggressively across major terms and maintained strong coverage, yet performance had plateaued. Year over year, results became flat.

Search was doing its job—capturing known demand—but it wasn’t creating new opportunity. Even early Amazon Demand Side Platform (DSP) efforts were constrained, relying heavily on contextual targeting that primarily reached shoppers already active in the category.

The brand faced a familiar but difficult reality: there was nothing “wrong” with performance, but there was nowhere left to grow. With a limited DSP budget and no desire to spend more just to chase marginal gains, the question became how to reach incremental audiences without sacrificing efficiency.

Why Quartile

Quartile didn’t approach the account with a list of optimizations. Instead, the team reframed the problem.

The issue wasn’t bidding or coverage—it was how demand was being captured. Search and contextual targeting were harvesting existing intent, but they couldn’t surface new, high-intent shoppers who hadn’t yet entered the category through obvious signals.

Quartile recommended a strategic shift: stop treating DSP as a supporting channel for search, and instead use it as a controlled growth lever. The goal wasn’t scale for scale’s sake—it was efficient audience expansion, guided by automation but grounded in performance accountability.

This approach required trust, restraint, and a willingness to change course. Quartile’s value was not just in execution, but in helping the brand make the right decision at the right moment.

The Solution

Quartile transitioned the account from Standard DSP campaigns to a consolidated DSP Performance+ strategy. This marked a clear turning point.

By moving away from manual and contextual targeting, Performance+ allowed Amazon’s algorithm to identify high-intent shoppers beyond known PPC audiences. Rather than pre-defining who to reach, the strategy focused on outcomes—letting the system learn which signals actually drove engagement and conversion.

Quartile paired this automation with disciplined oversight. Performance was evaluated holistically, ensuring that expanded reach translated into meaningful engagement, efficient acquisition, and incremental new-to-brand growth. Budget discipline remained intact throughout, with no increase in overall spend.

This wasn’t a wholesale reinvention. It was a measured shift, designed to test whether DSP could unlock growth where search could not.

Results & Impact

The shift delivered clear, measurable gains across efficiency, reach quality, and customer acquisition.

• Return on ad spend efficiency improved by more than 400%, showing significantly stronger performance from the same investment

• CPM declined by 71%, enabling broader reach at a much lower cost

• Cost per purchase decreased by 76%, improving lower-funnel efficiency

• Detail page view rate increased by 109%, signaling higher-quality traffic entering the funnel

• New-to-brand rate rose by 26.8%, confirming that growth came from incremental audiences rather than existing demand

Together, these results validated the strategy. DSP Performance+ proved effective not just as a reach tool, but as a way to create efficient, incremental growth—even in a category often viewed as search-only.

Ongoing Value & Future State

With a scalable DSP framework in place, the brand is now positioned to continue expanding efficiently as demand fluctuates throughout the year, including peak growing and planting seasons.

Quartile remains an active partner—monitoring performance, refining strategy, and ensuring automation stays aligned with business goals. The result is sustained growth without added operational complexity or wasted spend.