That was the focus of Euro Car Parts’ session at Jaywing’s Marketing Roadshow: how paid and organic search can become a stronger growth driver when they are planned as one connected system.
A decade-long partnership
Jaywing has worked with Euro Car Parts for more than ten years. That long-term relationship has given the team a detailed understanding of the business, the category and the way customers search.
That context matters. It means the work is not about isolated channel optimisation. It is about knowing where search drives value, where budget can be protected and where new opportunities can be created.
As the team discussed in the session planning, the approach was built around an integrated search strategy, supported by media planning, activation and a long-established relationship with Euro Car Parts.
The challenge: making search more efficient
Euro Car Parts operates in a crowded market. Customers are comparing prices, checking availability and looking for specific products, often at speed.
That creates a clear commercial opportunity, but also a risk. Without a joined-up approach, paid and organic search can end up competing with each other. Budget can be spent on searches where Euro Car Parts is already highly visible organically, while other areas with weaker visibility may need more support.
The aim was to make search more efficient and more useful: not just driving traffic, but making sure the right activity was supporting the right moment in the customer journey.
Why the website migration mattered
A major website migration formed an important part of the story.
Website migrations can be risky, particularly for a business with such a large search footprint. But they can also create the conditions for better performance if they are managed carefully.
For Euro Car Parts, the migration helped create a stronger foundation for what came next. It made it easier to build and optimise dedicated landing pages, improve the relevance of the customer journey and connect organic content more closely with paid media activity.
In practical terms, that meant being able to match the customer’s search more closely to the ad, the headline and the landing page. Someone searching for a specific product should not be taken on a generic journey; they should arrive somewhere that reflects what they asked for.
That sounds simple, but at scale it takes proper structure, planning and collaboration between teams.
Reducing paid and organic overlap
One of the clearest examples of integration came through Jaywing Decision; proprietary technology developed by our Accelerator Lab team.
Decision helps identify where paid search is needed and where it is not. If Euro Car Parts already ranks strongly in organic search, paid activity can be reduced to avoid unnecessary spend. If organic rankings fall, or competitors start bidding more aggressively, paid search can be switched back on to protect visibility.
This is where search becomes more intelligent. Paid media is not simply always on for the sake of it. It responds to what is happening in the wider search landscape.
The team focused particularly on brand and generic bidding, showing how paid media can support organic performance rather than compete with it.
Smarter paid media, not just more spend
The session also covered the paid media changes that helped improve efficiency, including dedicated Performance Max campaigns for promotions, separating feed-only and display-only Performance Max activity, improving ad scheduling and consolidating creative.
On their own, these might simply sound like technical optimisations. But the important point is that they were not treated as separate fixes. They were part of a wider search strategy, designed to make spend work harder and improve the quality of the customer journey.