How an Automotive Additives Brand Increased New-To-Brand Customers by 77%

This UK-based automotive additives company sells fuel treatments, engine oils, and performance enhancers for petrol and diesel vehicles. Operating a niche, technically complex catalog with multiple owned brands and variations, the business relies on precise targeting and product relevance to drive performance in a specialized category.

The Challenge

The brand had successfully scaled revenue through Sponsored Ads, but growth was becoming increasingly dependent on paid media rather than true customer expansion. While sales increased, efficiency fluctuated and performance gains relied heavily on continued investment rather than structural improvements.

Customer acquisition and retention presented additional challenges. New-to-brand growth was limited, and repeat purchase behavior was difficult to sustain due to the nature of the products. At the same time, operational constraints—such as fulfillment limitations, Buy Box instability, and inconsistent product visibility in search—created friction that impacted conversion rates.

By late 2025, it was clear that continuing to scale through Sponsored Ads alone would not deliver sustainable growth. The account needed a shift toward higher-quality customer acquisition and stronger retention.

Why Quartile

The brand required a strategy that could go beyond keyword and bid optimization to actively shape who was being reached.

Quartile enabled this shift by combining Amazon DSP with advanced audience segmentation through Pro Suite. This allowed the brand to reach high-intent shoppers beyond traditional Sponsored Ads while maintaining control over efficiency.

Equally important, Quartile connected upper-funnel audience strategies with lower-funnel conversion tactics. This ensured that new demand generated through DSP translated into measurable performance, rather than remaining disconnected from revenue outcomes.

The Solution

Quartile introduced a full-funnel strategy centered on audience expansion and demand capture.

Amazon DSP was launched to reach new, high-intent audiences. Using Pro Suite Custom Audiences, prospecting campaigns targeted shoppers actively researching automotive additives and related products. This allowed the brand to extend beyond existing demand and engage customers earlier in the buying journey.

At the same time, DSP retargeting campaigns re-engaged users who had previously interacted with the brand. This reinforced brand recall and improved conversion rates by bringing high-intent shoppers back into the funnel.

Rather than simply scaling Sponsored Ads, Quartile refined them to support the broader strategy. Branded campaigns were strengthened to capture demand generated by DSP and protect high-intent traffic. This ensured that upper-funnel activity translated efficiently into conversions.

This coordinated approach shifted the account from bid-driven growth to audience-quality growth—where performance improvements were driven by better customers, not just higher spend.

Results & Impact

The new strategy delivered measurable improvements across growth, efficiency, and customer quality:

• Total sales increased by 51%, demonstrating continued growth without relying solely on increased spend  

• New-to-brand customers grew by 77%, significantly expanding the customer base  

• Total customers increased by 22%, reflecting broader audience reach  

• Repeat customers increased by 62%, strengthening retention despite category constraints  

• Total Advertising Cost of Sale (TACOS) improved by 8%, indicating more efficient overall performance  

These results show that shifting to an audience-first strategy can unlock both acquisition and retention, creating a more durable foundation for growth.

Ongoing Value & Future State

With Amazon DSP and audience segmentation now embedded into the strategy, the brand is positioned to continue expanding its customer base while maintaining efficiency.

Quartile continues to refine audience targeting, optimize full-funnel performance, and adapt to operational constraints—ensuring the brand can scale sustainably even within a complex and highly specialized category.