How an Electronic Parts Distributor Scaled Revenue 50% While Improving ROAS

This electronics parts distributor manages a large catalog of replacement components, including laptop screens, batteries, keyboards, and internal hardware. Operating in a highly price-sensitive and competitive market, the business depends on precise budget allocation across thousands of SKUs to maintain profitability at scale.

The Challenge

The account was stable—but constrained.

Despite consistent investment, growth had plateaued. Return on Ad Spend (ROAS) remained below target, and attempts to scale spend led to diminishing returns rather than incremental revenue.

The root issue was structural.

High- and low-performing products were grouped within the same campaigns, causing budget to spread evenly across thousands of SKUs regardless of performance. This diluted efficiency and limited the ability to prioritize top-performing products.

Seasonality made the challenge more acute. Demand typically declines in the first quarter, reducing margin for inefficiency and making growth harder to achieve without sacrificing profitability.

The account needed a way to scale—but without breaking efficiency.

Why Quartile

Scaling a large catalog requires control, not just optimization.

The account lacked a system to differentiate performance at the product level. Without that segmentation, budget allocation could not adapt to actual results, limiting both growth and efficiency.

Quartile introduced a structured, performance-based framework.

By organizing campaigns around product-type performance tiers, Quartile created a system where budget could flow toward high-performing segments while controlling spend on lower-efficiency products. This allowed the account to scale strategically rather than uniformly.

The focus shifted from managing campaigns to managing performance.

The Solution

Quartile rebuilt the account with segmentation at its core.

Campaigns were reorganized into performance tiers—Top, Mid, Low, and General—based on product-type performance. This structure enabled clear prioritization, ensuring that high-performing products received the investment needed to scale.

Performance Max and Search campaigns were refined with tighter budget controls, allowing for controlled expansion without sacrificing efficiency. At the same time, automated product-level exclusions were implemented to remove underperforming SKUs and reduce wasted spend.

Execution was intentionally phased. Changes were introduced gradually to maintain stability and allow Google’s algorithms to adapt without disrupting performance. This approach protected existing results while enabling continuous improvement over time.

The result was a system where spend followed performance—creating a foundation for scalable growth.

Results & Impact

The restructuring delivered strong and consistent improvements:

• Over 50% increase in ad-attributed revenue year over year  

• ROAS improved beyond target levels, exceeding prior performance benchmarks  

• Controlled spend growth supported higher returns, rather than eroding efficiency  

• Strong performance sustained even during the lowest seasonal demand period  

Notably, January—typically the weakest month for the business—became one of the strongest in the past year, demonstrating the effectiveness of the new structure under challenging conditions.  

These results reflect a fundamental shift: growth was no longer limited by inefficient allocation. By aligning budget with performance, the account scaled while improving profitability.

Ongoing Value & Future State

With a structured performance framework in place, the account is positioned for continued growth.

Quartile continues to refine segmentation, expand high-performing product groups, and optimize budget allocation across campaigns. The system is designed to adapt as the catalog evolves, ensuring sustained efficiency and scalability.

Even in a low-touch environment with minimal client interaction, the account demonstrates how disciplined execution and data-led decision making can drive consistent results.