Powering EV Journeys: Geo-Targeted Campaign With Google DV360

Client Overview

BP Pulse is BP's electric vehicle charging network, operating fast and reliable stations across the UK, Germany, and Spain. In a competitive landscape that includes Shell Recharge, Tesla Superchargers, and Ionity, BP Pulse differentiates through wide geographic coverage, seamless app integration, and a loyalty rewards program. The brand needed a campaign that would increase charger usage in targeted areas while accelerating mobile app adoption among EV drivers.

Campaign Objective

The campaign aimed to increase charger usage in metropolitan areas and along high-traffic highway corridors. Station utilization data showed untapped capacity at specific locations, and geo-targeted advertising offered a way to direct nearby EV drivers toward those underused chargers at the moment they were most likely to need a charge.

App downloads represented the second conversion path. The BP Pulse app serves as the primary tool for station discovery, session initiation, and payment. Each new install extended the brand's ability to communicate with drivers through push notifications and in-app promotions, creating a retention channel that outlasted the campaign flight and drove repeat station visits.

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Audience & Targeting

Google's EV affinity segments were layered on top of the geographic framework to filter out non-EV drivers within the targeted radii. First-party CRM data from BP Pulse's existing user base added a retargeting layer, re-engaging lapsed app users and drivers who had charged at BP Pulse stations before but had not returned recently. The combination of location, affinity, and CRM signals narrowed delivery to a high-intent audience.

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Platform & Channels

Ads ran across Google inventory and Private Marketplace deals, with premium brand-safe placements prioritized. PMP access secured positions on automotive, travel, and sustainability publishers where EV drivers over-index. Placement quality controls ensured that BP Pulse's brand appeared alongside editorial content aligned with electric mobility, not buried in low-viewability run-of-network inventory.

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Creative and Formats

Display creatives carried localized calls to action specific to the nearest station. Messaging such as "Recharge at BP Pulse near Canary Wharf" tied each ad to a real location, making the prompt immediately actionable. YouTube bumpers focused on speed, convenience, and proximity, communicating BP Pulse's core value proposition in a format designed for non-skippable six-second delivery.

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Geo-Focus

Radius-based targeting of one to three kilometers was applied around high-traffic EV charging locations. Metropolitan hubs in London, Berlin, and Madrid received the highest impression density, alongside strategic highway corridors including the M25, A9, and AP-7. This proximity framework ensured that ads reached drivers who were physically close enough to act on the message within minutes of seeing it.