SS396

Ground Up SS396 sells restoration parts for classic GM muscle cars: Chevelle, Camaro, Nova, El Camino, Monte Carlo, and more. Their buyers know exactly which year and body style sits in their garage, and a catalog this deep needs an ad account organized the same way the cars are.

The Challenge

The account was already big, and it was shrinking. Revenue slid three years in a row: $7.3M in 2022, $6.1M in 2023, $5.7M in 2024, with the return stuck near 9x. A catalog-wide, one-size-fits-all structure could not price the difference between a Chevelle restorer and a Malibu owner, so every segment got the same bids and the account drifted.

The Solution

• Rebuilt the account from the ground up: every campaign that spent in the last 12 months is a DWA-built campaign
• Segmented Performance Max by vehicle platform, with dedicated campaigns for Chevelle, Camaro, Nova, El Camino and Monte Carlo, Malibu, and the Grand Prix, Cutlass, and Regal lines
• Split brand from non-brand at the Performance Max level: a brand campaign at a 1300% ROAS target, generic non-brand at 800%
• Tuned per-campaign ROAS targets from 250% to 1300%, matched to each segment's economics
• Kept a dedicated brand search campaign on manual CPC, which turned $7.5K of spend into $654K of revenue
• Ran a Shopping campaign for top-selling parts at a 1000% ROAS target
• Anchored the account with a catalog-wide flagship Performance Max campaign (Ground Up Motors) that drove $2.6M in revenue on $210K of spend

The Results

The vehicle-platform structure let budget flow to the segments that earned it, and the account went from a three-year slide to the best 13 months in its recorded history.