CASE STUDY

How OneIngage Helped Citroën Türkiye Increase Conversions and Reduce CPA with AI Max

Keep scrolling

THE CHALLENGE

Reducing High CPA Across Standard Search Campaigns: Citroën Türkiye was managing high cost per conversion across its standard Search campaigns. The pressure was most visible on competitive generic terms, where broad high-funnel intent created valuable reach but made efficient conversion acquisition difficult.
Scaling Generic Search Without Sacrificing Efficiency: Generic Search was important for reaching higher-funnel consumers, but expanding it could raise CPA and weaken account-wide efficiency. Citroën needed a repeatable way to grow conversion volume while protecting the economics required for long-term budget scalability.
Proving Automation Could Outperform Standard Campaign Structures: Moving from standard campaign structures to AI Max required controlled evidence. The team needed to isolate the generic segment and determine whether AI-driven optimization could outperform the existing setup under comparable traffic and market conditions.
Creating a Reliable Benchmark for Account-Wide Investment Decisions: A result against the control campaign alone would not show how the treatment performed within the broader Search program. Citroën also needed a clear comparison with the overall account-average CPA to support larger investment and automation decisions.

Designing a Controlled Google Ads Experiment for Generic Search: OneIngage structured an A/B test using Google Ads Experiments. A standard generic Search campaign served as the control, while an AI Max-powered version served as the treatment, creating a clean comparison focused specifically on generic Search traffic.
Activating AI Max for High-Funnel Search Intent: The treatment applied AI Max for Search campaigns to high-funnel generic queries. By using AI-driven optimization within an isolated segment, the test examined whether automation could capture more conversions while lowering the cost of competitive generic demand.
Managing the Experiment for Maximum Cost Efficiency: OneIngage orchestrated the experiment and managed the campaign toward maximum cost efficiency. Ongoing oversight maintained the integrity of the control-treatment comparison and kept conversion volume and CPA as the central performance criteria.
Benchmarking Against Both the Control and Account Average: Performance was assessed against two benchmarks: the standard generic control and the overall Search account-average CPA. This dual view showed both the treatment's direct incremental impact and its strategic value within Citroën Türkiye's wider Search investment.