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Leading B2B industrial supply retailer MSC Industrial has demonstrated the transformative power of AI-driven optimization within Performance Max, generated by the Share of Model™ Platform.
In just the first 30 days, the collaboration delivered a +45% surge in revenue and an exceptional 758% incremental ROAS, proving that strategic AI alignment can unlock substantial growth without sacrificing efficiency.
This innovative approach provides a blueprint for B2B brands, showing how to leverage AI to capture high-intent, complex search queries and expand reach far beyond the conventional tactics of increasing bids or budgets.
Strategic Approach: Optimising PMax with and for AI
MSC Industrial, a key player in the B2B industrial supply space, faced a critical challenge: how to sustainably grow website traffic and revenue through PMax campaigns while adhering to strict efficiency metrics. Traditional optimization methods had reached a plateau.
The team deployed Share of Model's Activation capabilities to connect directly to Google Ads. The platform analyzed MSC's vast and technical product categories, generating new, tailored Search Theme recommendations for every active PMax asset group.
The methodology was deliberately controlled to isolate the impact of AI-driven insights. These new Share of Model themes were deployed into test asset groups without changing existing bids, budgets, or creative assets. This clean test environment ensured that any performance lift was attributable purely to a better alignment between MSC's products and how AI models interpret industrial supply queries.
The Results: Exceptional B2B Growth with Sustained Efficiency
The first 30 days delivered remarkable results, validating the strategy's immediate impact and scalability.
# Massive Revenue Growth: Revenue surged by +45% across all test asset groups, with every single test group experiencing growth.
# Increased Profitability: The optimization didn't just drive volume; it drove profitable growth. 67% of test asset groups saw higher ROAS alongside the revenue increases, with the average ROAS across all test groups climbing by +14%.
# Exceptional Incremental ROAS: The true measure of success was the 758% incremental ROAS on the additional spend driven by the new search themes. Every extra dollar invested in these newly identified, high-intent B2B queries returned $7.58.
# Immediate ROI: The net revenue gain from this 30-day test paid for the annual Share of Model license fee multiple times over within the first month.
Strategic Implications: A B2B Blueprint for the AI-Driven Search Era
MSC Direct's success is more than a campaign win; it's a strategic blueprint for B2B brands as AI fundamentally reshapes the search landscape.
With Google's AI Mode and AI Overviews providing conversational, contextual answers, B2B buyers are finding solutions in new ways. Brands can no longer rely solely on keyword bidding. AI models now determine which products surface for complex queries, prioritizing brands they understand and can confidently recommend.
Traditional scaling forces B2B marketers into a trade-off between reach and efficiency. MSC Direct's results prove this trade-off disappears when brands align with AI. By using Share of Model to identify high-intent search themes that were previously untapped, MSC Direct accelerated revenue growth and increased ROAS simultaneously. The controlled test proves the lift came purely from better AI alignment. They have future-proofed their paid search strategy for a world where AI mediates every B2B search interaction.
