Using paid advertising to increase brand awareness and revenue for Turtle Wax

Quick Results

About the Client

Turtle Wax is a leading global car care brand with over 75 years of expertise in the industry. Starting out in Chicago and growing a loyal customer base in the US, Turtle Wax have expanded internationally and gained success in more than 120 countries.

As the first-ever company to launch bottled car wax back in 1946, Turtle Wax have become synonymous with innovative, high quality car care products. The brand is in a unique position in today’s market having witnessed decades of large scale developments within the automotive field. Despite the fast growth and development in the industry, Turtle Wax have remained ahead of the curve, creating products that resonate with modern audiences.

Business Challenge

Turtle Wax are a long-standing client working with us on influencer outreach campaigns, social media strategy, and paid media advertising.

Turtle Wax approached our Paid Advertising team with the ambition of increasing their online sales. As brands begin to accommodate changing consumer habits, Turtle Wax wanted to review their eCommerce strategy in order to recover and grow in the post-pandemic landscape.

Turtle Wax liked our commercially driven approach and focus on performance-heavy campaigns. We agreed to an initial period of three months of Paid Advertising during winter, a low season for car care products, to measure the real impact of our campaigns. We set goals for each month, using specific metrics, including transactions and revenue, to easily track the progress.

Additionally, Turtle Wax also wanted to continue to build on its brand awareness in the UK, which was still relatively low compared to their status in the US. Our Paid Advertising campaigns are the ideal solution for driving sales as well as building brand awareness, as they can help maintain and gain visibility on Google. We planned to split budgets 80:20 across conversion-focused Performance Max campaigns and brand building campaigns.

Auditing Conversion Tracking

Accurate conversion tracking is essential to understanding the success of a Paid Advertising campaign. To ensure that we produce accurate data, we audited Turtle Wax’s conversion tracking during the early stages.

We cross-checked the quality of our tracking against Google Analytics and Shopify data to see if any transactions were double counted. We escalated this task with a tracking expert to accurately identify underlying tracking issues ahead of reporting for the first full month of activity.

Fixing Product Feeds

Correct product feed setup is crucial for ensuring effective paid media budget spend. During our setup for Turtle Wax, we noticed that their products didn’t always come through the Shopify feed properly, losing money for the client.

As we manage the Shopify account for Turtle Wax, we were able to inspect their Shopify settings and action changes rapidly. We set all products to pull from Shopify to Google Ads, resolving the issue. After we rectified this, we started seeing significant improvements in conversions, minimising the negative impact caused by the error that we spotted.

Creating a Collaborative Campaign Plan

Across multiple clients and industries, we've seen the most impressive conversion rates with Performance Max campaigns. We adopted this AI-driven ad type during its early-release beta phase and began introducing it to clients who had previously relied on manual automation.

We agreed that directing most of the budget to Performance Max campaigns would be the best strategy for Turtle Wax to achieve the results they were looking for.

We set up a range of ads - for single SKUs, kits and promotions - to assess success rates and adjust our approach accordingly. This tactic helped us to determine which are the key products we want to push and what are the margins, maximising ROI for Turtle Wax. To ensure a rapid turnaround of less than a week when it came to any changes, we worked together with Turtle Wax as one extended team.

Turtle Wax were also happy for us to suggest promotions and they would proactively contact us to make attractive offers, making sure that we have the right propositions in terms of e-commerce activity. For example, when the kits didn’t perform as well as single products, we suggested changing the price where margins allowed. Therefore, our campaign plan and results helped to inform Turtle Wax’s wider promotional & pricing strategy.

Optimising Ad Copy

In collaboration with our content team, we optimised the Turtle Wax ad copy to appeal to their target audience of car detailers.

To make sure that we're saying the right things to the right people, we watched video reviews and influencer demos of Turtle Wax products and went through comments under the content to help inform our ad copywriting. This strategy helped us to understand how the end users talk and what appeals to them. We were then able to use the same language, translating industry talk and terminology into concise and targeted ad copy.

Considering Visual Assets

We take a detailed approach to any Paid Advertising campaign, optimising everything from the copy to the visuals to set ourselves up for success. Having noted the increasing trends for short-form, portrait aspect videos across social media platforms, we wanted to produce ads that mimicked users' organic content experience.

Using unique marketing photography and content for the Performance Max campaign, we were able to supply a lot of additional content for Google algorithms.

Using Algorithms to Our Advantage

We are able to bring in results from the first month of Paid Advertising because we take a lot of care to use the data and behaviours we see.

Algorithm data is key to understanding the user base you’re targeting. With Turtle Wax, we didn’t have any existing algorithm data and only three months to prove that Paid Advertising works for them. Without historical data, we didn’t have the ability to rely on this information and had to be agile to make our strategy work.

We opted for short testing periods and acted quickly to make changes. Side by side testing isn’t always recommended because of the lack of historical data to back up the changes but we utilised the method to our advantage.
We learned from our ads copy, audiences and bidding in the first few weeks. We kept a close eye on audience signals, matching them to what we promote. We also utilised first-party data to help the algorithm learn what sort of audiences we want to target.


Following our agile Paid Advertising campaign in February 2023, we exceeded our targets by significant margins, generating most of Turtle Wax UK’s revenue for the month through our paid ads.


MoM Improvement

YoY Improvement

Improvement on target




















Met target


Additionally, while we only get the results for paid traffic specifically, during our campaign, we also saw uplifts in other areas, including organic traffic and attribution. User journeys are not always clear, but the attribution journey can reveal the ripple effect that Paid Advertising can have through other channels as well.