HOW IPIRANGA INCREASED ITS RETURN ON INVESTMENT WITH PERFORMANCE MAX
Ipiranga , one of the largest gas station chains in Brazil, achieved a significant increase in ROAS ( Return on Advertising Spend ) after adopting Performance Max (PMax) campaigns on the Google Ads platform . This digital marketing strategy allowed the company to combine automation, real-time data, and multiple channels to maximize its results on important sales dates, such as Black Friday.
In this article, you'll discover how Performance Max technology helped Ipiranga reach a more qualified audience, maximize its budget, and achieve above-average performance. Therefore, if you're looking to improve the ROAS of your e-commerce or digital business, keep reading.
WHAT IS PERFORMANCE MAX AND WHY IS IT A GAME CHANGER?
Google Ads Performance Max campaigns are a type of automated campaign that uses artificial intelligence to deliver ads across all channels on the platform (including YouTube, Display, Search, Discover, Gmail, and Maps) based on the objectives defined by the advertiser.
Main features of PMax campaigns:
- Bidding and targeting automation
- Broadcasting omnichannel of the advertisements
- Goal-driven optimization (like ROAS or conversions)
- Leveraging audience signals and dynamic creatives
The great advantage of PMax is its ability to understand consumer behavior and, based on that, automatically adjust where, when, and how to display ads in order to achieve better results.
THE CASE OF IPIRANGA: HOW THE BRAND TAKEN ADVANTAGE OF PMAX'S POTENTIAL
During Black Friday , Ipiranga needed to boost the promotion of its "Fill Up and Win" campaign to attract consumers and encourage the use of the Abastece Aí app , a strategic channel for the brand. Therefore, using Performance Max campaigns , the company achieved:
- Increase of 165% in ROAS
- 68% growth in ad clicks
- Significant expansion in the app's active user base
According to Google , the strategy combined high-performance assets , such as short videos and eye-catching banners , with proprietary company data, which helped personalize ad delivery. All of this contributed to the right audience being reached at the ideal time.
WHAT CAN YOU LEARN FROM IPIRANGA'S STRATEGY?
Even if your company isn't the size of Ipiranga , the lessons learned from this campaign are extremely applicable to online stores and advertisers of all sizes . Therefore, here are some practical insights:
1- Automate intelligently
By allowing the algorithm to optimize bids, creatives, and delivery channels, you gain scale and efficiency. Furthermore, this is especially useful during highly competitive seasonal events like Black Friday or Consumer Day.
2- Use your own data to better segment
If your company has customer data, such as emails, browsing behavior, or purchase history, you can feed this information to Google Ads . This allows your PMax campaign to reach more qualified audiences.
3- Test different creative ideas
Ipiranga tested different ad formats and, based on that, identified the most effective ones for each channel. Similarly, you can do the same with images, videos, and titles adapted to your audience's language.
4 - Set clear goals from the start
The success of the campaign depends on well-defined goals, whether focused on conversions, clicks, or increasing ROAS . This guides the platform's learning process and maximizes results.
PERFORMANCE MAX: IS IT WORTH IT FOR YOUR E-COMMERCE?
The answer is yes , especially if you're looking for performance with less operational complexity. In particular, the PMax is ideal for those who:
- Want to integrate multiple google channels in a single campaign
- Accurate scale results based on automated goals
- It has time or staff limitations to manually optimize campaigns
- Search for a use strategic data suitable for customization
In fact, even smaller companies can extract real value by investing in Performance Max , provided they have a well-defined strategy and constantly monitor their data.
TRANSFORM YOUR PERFORMANCE WITH SMARTER CAMPAIGNS
The Ipiranga case shows that combining automation, data, and well-defined goals can generate a significant impact on digital performance . In this sense, Performance Max campaigns present themselves as a powerful solution for brands that want to go beyond the traditional in Google Ads.
Therefore, if you're looking for ways to increase ROAS and generate more value for every dollar invested in media, perhaps it's time to try this strategy.
Keep following the e-Plus blog for more success stories, paid media trends, and practical tips to grow your e-commerce business.
