Success Stories

Tire Street

Driving Connected Growth for a Leading Tire Company

Connect partnered with a fast-growing tire company to transform its paid media performance, overcoming operational complexity and intensifying market competition to unlock sustainable, year-on-year growth.

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The Challenge

The tire category presents a uniquely complex ecommerce environment. The business faced a combination of operational and market-driven pressures that were constraining growth.

Stock availability fluctuated significantly due to the nature of tire inventory and shipping logistics, making it difficult to maintain consistent campaign performance. At the same time, competition across top-selling product ranges had intensified, driving up cost-per-click and reducing efficiency.

Most critically, new customer acquisition had begun to decline. Paid media performance showed a 37% year-on-year drop in new users via PPC, signalling a need for a more effective acquisition strategy.

The Approach

We restructured the paid media ecosystem to balance efficiency with scalable demand creation, underpinned by a See / Think / Do / Care framework across multiple campaign types at different funnel stages.

At the foundation was a full account rebuild based on product performance. We reorganised campaigns to prioritise high-value SKUs while enabling flexibility around stock fluctuations, ensuring investment aligned with real-time commercial opportunity.

To reignite growth, our team implemented a strategy that addressed every stage of the customer journey:

See: We introduced always-on demand generation campaigns to expand reach and build awareness among new audiences, using lookalike modelling and excluding existing users to maximise incremental growth.

Think: We focused on consideration through audience insights and promotional messaging, engaging users actively researching tyre options.

Do: We optimised high-intent search and shopping campaigns to capture demand efficiently, with improved structure and consolidation driving stronger conversion performance.

Care: We leveraged first-party data and audience signals to re-engage existing customers, improving lifetime value and reinforcing brand loyalty.

Promotional activity played a key role across the journey. By running regular offers, we rapidly tested creatives and audience segments, particularly in the lead-up to peak periods, refining messaging that drove both acquisition and conversion.

At the same time, we implemented tighter control over brand and non-brand investment. A brand protection strategy ensured efficient coverage of branded searches while limiting spend to under 5% of the total budget, unlocking greater investment in incremental growth channels.

Execution

We delivered the strategy through a coordinated campaign framework aligned to the funnel:

See & Think: Demand Generation campaigns acted as an always-on engine for discovery and consideration, identifying new audiences and nurturing them towards conversion.

Do: Performance Max campaigns, structured into a two-tier system, became the primary revenue driver, leveraging first-party data to identify and scale high-converting opportunities.

Do: Search and Shopping campaigns were consolidated to improve efficiency and data density, with tactical activations used to push high-stock, high-demand products.

Care: Audience signals and CRM data were fed back into campaigns to improve retention and repeat purchase behaviour.

Brand Protection: Brand campaigns were carefully controlled to defend existing demand without overspending.

This structure allowed us to dynamically respond to both inventory changes and market demand, while maintaining consistent performance across the full customer journey.

The Results

The transformation delivered strong, sustained growth across all key performance indicators.

Year-on-year, the tire company achieved:

+29% increase in new users

+39% increase in purchases

+37% improvement in ROAS

+59% growth in revenue

Over a longer-term period, paid media played a central role in scaling the business from under £1M in annual revenue to £3M, demonstrating the cumulative impact of the strategy.

The Impact

By aligning paid media to a See / Think / Do / Care framework, we enabled the tire company to move beyond short-term performance gains and build a scalable growth engine.

The result was not just improved efficiency, but a meaningful shift in how paid media contributed to the business, transforming it into a reliable driver of both revenue and new customer growth.

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