DPaschoal beats its Black Friday goal with Google Ads AI

Success story: DPaschoal

With more than 75 years of tradition in the Brazilian market, DPaschoal is one of the leading references in automotive services, parts, tires and accessories. The company stands out for the quality of its service and for a wide network of physical stores combined with a digital operation in constant expansion.

To sustain its leadership and accelerate efficiency in a highly competitive market, DPaschoal strengthened its strategic partnership with Google and relied on Wigoo's expertise to manage and scale its performance media campaigns.

The challenge

The automotive replacement and maintenance sector is marked by high competition and strong consumer price sensitivity. For the Black Friday commercial period, the brand set an ambitious objective: to grow sales by 360%. Wigoo's mission involved three critical fronts.

• Scale with profitability: expanding revenue while keeping the focus on margin and profit.
• Cost control: reducing cost per sale amid the inflated auction that is typical of the date.
• Acquisition and reactivation: winning new customers and reactivating the existing base in coordination with the logistics and stock availability of the network.

Wigoo's strategic approach

Wigoo designed an approach grounded in Profit-Driven Marketing, leveraging the most recent artificial intelligence resources of Google Ads.

• Combining Performance Max and Search: integrating high intent campaigns with the multichannel coverage of PMax, enabling the algorithms to find qualified consumers in real time across the entire journey.
• Prioritizing offers and regions: budget allocation focused on product categories with higher profit margin and on the strategic regions where DPaschoal has the widest reach.
• Account architecture centered on user behavior: audience segmentation to attract new buyers with dynamic bidding and to deliver highly personalized offers to the loyal base.

Client testimonial

“With the Google team, we gained a strategic partner that collaborates with our vision of the future and pushes us to evolve every day. Together, we were able to better understand our customers' behavior, identify market opportunities and act with much more agility against the competition.”

André Henrique, Marketing Manager at DPaschoal

Consolidated results