Business Challenge

Experian invested heavily in Performance Max (PMax) campaigns to expand effective reach for their Free Credit Score and Comparison products. While this approach unlocked new inventory and increased brand consideration, scaling richer media formats proved difficult due to creative limitations and restricted availability.

The team needed to accelerate the delivery of performance-focused creative within Performance Max, particularly to improve results across upper-funnel inventory. Producing this creative content at scale in a cost-effective and timely manner via a creative agency was proving time-consuming and difficult to manage.

Objective

Experian wanted to create high-performing creative assets at scale, faster. The objective was to:

• Extend reach by ensuring a consistent level of creative excellence
• Regularly refresh underperforming assets within Performance Max 

Jellyfish Solution

Jellyfish deployed Pencil Pro, its Generative AI performance platform powered by Google and OpenAI models. Pencil Pro continuously ingests real-time campaign data to:

• Automatically create and optimize rich media assets in PMax
• Predict top-performing creatives based on live performance signals
• Refresh under-performing ads to maximise reach and efficiency

By rolling out high-impact creative at scale and swapping out weaker assets in real time, Experian was able to sustain creative excellence, extend campaign reach, and drive higher returns on their media investment.

Impact

With AI-driven optimization through Pencil Pro, Jellyfish enabled Experian to reach more upper-funnel inventory within Performance Max. Regular A/B testing strengthened ad assets, while AI-powered bidding targeted the most effective auctions, resulting in broader reach, improved efficiency, and higher overall campaign performance.