Success story: FuelTech
In the high tech automotive segment, FuelTech is recognized as a leader in innovation and engineering. However, during highly volatile promotional periods like Black Friday, brand strength alone needs a media structure capable of converting latent intent into real transactions profitably.
Historically, FuelTech allocated most of its budget to social platforms, underusing the active intent capture potential of Google Ads. This dependency drove up Customer Acquisition Cost (CAC) and kept Return on Ad Spend (ROAS) below the operation's potential.
The challenge
To unlock the next level of scale, the performance team faced three clear barriers.
- Unbalanced channel mix: high institutional exposure on social networks, but losing traction at the exact moment users search to buy technical products.
- Pressure on CAC: high acquisition cost due to inflated competition during the November window.
- Complex catalog: difficulty exposing and driving traction for specific lines (such as PowerFT and NanoPRO) at scale in a coordinated way.
Wigoo's strategic approach
Wigoo restructured FuelTech's media planning, placing the Google Ads ecosystem at the center of the operation.
- Google Search for high intent: campaigns focused on capturing branded terms and qualified searches for specific technical lines, paired with promotional creatives highlighting up to 12 interest free installments and free shipping.
- Scale with Performance Max (PMax): broad catalog activation across multiple inventories (YouTube, Display, Shopping and Search), enabling automated traction with tight control over returns.
- Dynamic budget reallocation: redistributing budget from saturated channels directly to higher converting inventories during the peaks of Super Black November.
Client testimonial
“Super Black November 2025 was our biggest month in our entire e-commerce history. With Google Ads as the backbone of the campaign, combining Search to capture people already searching for our products and Performance Max to expand reach. We hit R$2.6M in revenue in a single month. Google delivered the right customer at the right time.”
Bryan da Rosa, Digital Marketing Specialist at FuelTech
Consolidated results
| Metric | Result achieved | Year over year change (YoY) |
|---|---|---|
| Total revenue (monthly) | R$2.6 million | Best month in e-commerce history |
| Customer Acquisition Cost (CAC) | -52% | Significant cost reduction |
| ROAS | 18.05 | +34.8% (from 13.40 to 18.05) |
| Purchase volume | +40% | Direct growth in conversions |