Driving Value: Peugeot’s Value-Based Bidding Masterclass

Client: Peugeot

With the UK government’s zero-emissions vehicle mandate on the horizon, the electric vehicle market has become more competitive and volatile than ever before. For each vehicle below the 22% sales threshold a brand falls, they are fined £15,000: the pressure to maximise EV conversions has truly never been higher.

Peugeot set us a lofty goal, but clear goal – increasing the ratio of EV conversions and hitting the ZEV mandate target. We set about doing this with a bold new value based bidding strategy that aimed to differentiate conversions by engine type and train Google’s AI to prioritise customers in the market for electric vehicles.

Despite challenges along the way, the results were beyond any expectations. With a huge increase in EV configurations and ROAS, as well as a reduction in cost per engaged session. The client was blown away by the effectiveness and efficiency of our work, and our ability to steer Peugeot from falling under the ZEV mandate to comfortably hitting it.