How an Automotive Brand Improved ROAS with DSP Segmentation

This automotive aftermarket brand specializes in lift support systems and vehicle-specific accessories designed to improve convenience and performance. With a catalog tailored to specific vehicle makes and models, the brand serves automotive enthusiasts and everyday drivers seeking functional upgrades.

The Challenge

The brand’s DSP campaigns were underperforming for several consecutive months, falling short of the target return on ad spend (ROAS). Performance remained consistently below goal, with returns described as moderate despite steady investment.

The issue was not a lack of traffic or demand. Campaigns were generating engagement and conversions, but efficiency remained constrained. Without improvement, scaling investment would have continued to produce suboptimal returns.

At the core of the challenge was a lack of relevance in remarketing. Shoppers who had previously viewed specific vehicle products were being served ads for unrelated vehicle categories, weakening purchase intent and reducing conversion efficiency.

Why Quartile

The brand needed a precise solution that could improve efficiency without increasing spend.

Quartile identified that the limitation was structural, not strategic. The account already had strong lower-funnel signals, but the remarketing setup diluted intent by mixing audiences and product messaging.

By refining campaign architecture and aligning ads with user behavior, Quartile enabled the brand to capture existing demand more effectively—turning relevance into a lever for performance.

The Solution

Quartile restructured the DSP remarketing strategy to prioritize alignment between audience intent and product messaging.

Previously, remarketing campaigns grouped all audiences together, showing mixed vehicle products regardless of what shoppers had originally viewed. This approach reduced relevance and weakened conversion potential.

The new structure segmented remarketing audiences based on vehicle brand. Separate campaigns were created for key segments, ensuring that shoppers who engaged with one category were only shown relevant products from that same category.

For example, audiences who viewed one vehicle type were remarketed with products specifically aligned to that vehicle, while other audiences received their own tailored messaging. This created a direct connection between prior engagement and ad exposure.

By aligning ads with user intent, the campaigns became more relevant and conversion-focused. This allowed DSP to more effectively capture high-intent shoppers already in the funnel, improving efficiency without increasing complexity or spend.

Results & Impact

The restructuring delivered a clear turnaround in performance:

• ROAS improved by over 100%, moving from below-target performance to consistently exceeding goals  

• Monthly revenue more than doubled, with significant gains in peak months  

• Campaigns achieved sustained ROAS above target across multiple months  

Following the changes, performance rapidly improved. Campaigns that previously delivered moderate returns began exceeding efficiency targets, demonstrating the impact of aligning messaging with shopper intent.  

These results show that even well-performing remarketing campaigns can underdeliver if relevance is not prioritized.

By restructuring audiences and aligning ads with user behavior, the brand transformed DSP into a high-efficiency conversion channel.

Ongoing Value & Future State

With a refined remarketing structure in place, the brand is now positioned to maintain strong efficiency while scaling DSP investment. Quartile continues to optimize audience segmentation and expand high-performing segments to sustain growth.

This approach provides a repeatable framework for improving performance—ensuring that future campaigns maintain strong alignment between shopper intent and ad delivery.