Real‑Time Signals Driving Real Revenue

Client: Halfords

Halfords came to us with a clear ambition: unlock new growth across their garage network in an increasingly competitive market. Their national Paid Search activity was still running, but performance wasn’t aligned with reality on the ground. Demand and supply were out of sync. Customers were sent to garages with limited immediate availability, while other locations that needed bookings were overlooked. The media plan wasn’t matching real‑world needs.

To fix this, we built the innovative Halfords Utilisation Engine. Launched in January 2025 and significantly enhanced in October 2025, MG OMD, Omnicom Media Labs and Halfords operated as one team to deliver it. We brought together the most important signals that reflect real garage demand and performance. This fed into a single intelligence layer that updates hourly and classifies all 470+ garages into clear need states. The impact has been clear. Independent measurement shows strong growth and major efficiency gains, with CPA down 27%, ROAS up 38% and CTR up 204%. The results have secured C-suite support to expand the approach across more channels.