Published by Sue Johns-Chapman
Published Date 13.02.2025 
We are excited to announce that Herd have been shortlisted in two award categories at the 2025 UK Paid Media Awards.
The innovation showcased by our paid media specialists for our client Motorpoint, the UK’s largest car supermarket, has earned us a place among the finalists for Collaborative Campaign of the Year and Best Use of Data.
Our Motorpoint project has already received national recognition, having won Best Use of Data and Insights at the Prolific North Marketing Awards in 2023.
We were also shortlisted Best Use of Data (PPC) category at the European Search Awards in 2024.
Herd & Motorpoint: Transforming the car buying journey through data-driven decision making
Our nominations at the UK Paid Media Awards centre on finding creative solutions to reducing the number of Motorpoint’s vehicles that remained unsold past a window of profitability.
To tackle overstocking, we needed to make sure that popular vehicles wouldn’t consume a disproportionate share of the advertising budget and improve visibility for underperforming models.
We also needed to come up with a more sustainable alternative to price discounting as a means of promoting slow-to-move stock.
Defying the discount
With the emphasis on moving stock as efficiently as possible, we devised a transformational strategy that reshaped Motorpoint’s approach to vehicle sales.
We developed an insights dashboard to overlay real-time business data on top of cross-channel performance metrics. This allowed us to identify vehicles with a declining profit margin, reduced week-on-week sales, or that were nearing or exceeding the recommended ‘days on sale’ limit.
We utilised our feed management platform to allocate the budget more precisely at the make-and-model level, ensuring underperforming vehicles received the necessary resources – rather than simply prioritising cars with the lowest cost-per-lead (CPL).
We also worked in tandem with Motorpoint’s marketing and buying team stakeholders, modelling estimated cost savings from avoiding discounts – freeing budget for marketing investment.
This allowed us to fund the campaign with no additional cost to the business and promote a more data-driven way of working amongst buying team members.
“Letting the results do the bragging”
Ashleigh Winter, our Paid Media Manager, has been the driving force behind our Motorpoint success story, leading our talented paid media team.
Ashleigh and her team launched a new Vehicle Listing Ads that achieved a -23% pre-launch blended CPL, and amplified Meta campaigns to drive a huge 239% increase in leads and a 44% growth in website sessions.
“It’s fantastic to see the hard work and progress of the last 12 months being recognised. Motorpoint is one of those accounts that consistently delivers strong results but can sometimes fly under the radar. This nomination feels like a big moment to celebrate the team effort and innovation that have gone into the account.
“I have to give huge thanks to Motorpoint too for being brilliant to work with. It’s been a proper team effort, and I’ve learned a ton about collaboration, pushing boundaries, and occasionally letting the results do the bragging for us.”
Ashleigh Winter, Paid Media Manager, Herd
“It was another proud moment to see our work with Motorpoint shortlisted in two categories at the UK Paid Media Awards. The ingenuity Ashleigh and the wider performance marketing team have shown to significantly enhance a brand as recognisable as Motorpoint is a brilliant example of what we do at Herd.
“Obviously, it would be fantastic to go one step further and pick up another award for this work, as we did at the European Search Awards. But the fact we’ve earned this recognition as finalists at the UK Paid Media Awards, and at other ceremonies in the past couple of years, is testament to the incredible results our paid media team has achieved.”
Mark Preston, Performance Director, Herd
About Herd
Herd are based in Hessle, and we specialise in performance marketing and Shopify development. We combine our expertise across both areas to deliver solutions that are ambitious and impactful.
Over the past decade, we’ve earned Shopify Plus Partner status and driven growth for a host of ambitious global brands, executing bespoke strategies that are grounded in data.
Our talented performance marketing team features vastly experienced channel experts across SEO, paid media, content, and digital PR.
