Driving high-value customer growth through first-party intelligence
Increase in ROAS
Increase in AOV
MPB, the largest global platform to buy, sell and trade used photo and video kit, wanted to accelerate growth by prioritising the acquisition of higher-value customers rather than optimising purely for volume. While MPB held rich first-party revenue data within its CRM, this intelligence was not informing paid media decision-making, meaning search investment continued to favour volume over long-term customer value.
MPB had already developed customer segmentation based on purchase volume and lifetime value. The challenge was translating this intelligence into paid media in a way that prioritised high-value customers without increasing inefficiency, over-investing in lower-value demand, or sacrificing overall revenue growth.
Aligned to MPB’s growth ambition of prioritising high-value customers, Croud identified that growth was being constrained not by a lack of demand, but by how customer value was being signalled within paid search, with all conversions effectively treated as equal despite materially different lifetime value.
Following a first-party data workshop, Croud integrated MPB’s CRM revenue data into Search Ads 360, ensuring paid search bidding decisions reflected the expected lifetime value of different customer segments rather than treating all conversions equally.
Investment was deliberately reweighted towards higher-value customers, ensuring media spend prioritised long-term revenue quality over short-term conversion volume.
A test campaign running from July to September 2025 demonstrated the commercial impact of aligning paid search investment to high-value customer segments versus volume-led optimisation, delivering:
Source: MPB CRM data and SA360
CRM analysis also showed that customers acquired through the test campaign generated a higher total value of goods sold, confirming that aligning media decisions to true customer value materially improved efficiency and revenue quality. This demonstrated that MPB’s high-value growth ambition was directly supported by a value-led paid media strategy.