Achieving 65% YoY Revenue Growth through Meta and Google Ads for an Online Bicycle Retailer
- 65% YoY revenue growth
- 10X+ ROAS
Objectives
Revenue growth with 10X+ ROAS
About the Client
Epic Cycles is a USA online and in-store retailer of bicycles, accessories, and cycling apparel. With the purpose to create epic experiences and connections for cyclists on every journey, they rapidly expand their network of bicycle shops. Currently, they boast five physical stores located in Denver, Solana Beach, Delray Beach, and Houston. The company provides personalized services characterized by expert pros and guided chats to assist customers in selecting the perfect bike for their needs. Their team is committed to providing customers with an exceptional experience both prior to and during their pedaling adventures.
Challenges
Epic Cycles sets an ambitious goal to drive sales with paid advertising while maintaining ROAS above 1,000%. At the time, their internal team was also focusing on optimizing Google Ads strategy to increase reach and sales particularly through Google Shopping. To achieve these goals, Epic Cycles turned to the experts who had delivered exceptional results for another popular brand in the bike industry. However, along the way, the teams have faced several challenges, such as:
- Stagnation in growth: Despite previous investments in digital advertising and collaborations with various agencies, Epic Cycles found themselves stuck on a plateau, unable to achieve consistent month-over-month growth.
- Market understanding: Epic Cycles’ in-house teams were having difficulties effectively reading and responding to the online market, leading to unpredictable sales performance.
- Seasonality: The target market is influenced by seasonal factors, particularly winter in colder regions, which could impact sales and ad performance.
- Competitive pressure: Epic Cycles needed to differentiate itself more effectively from competitors who were employing more effective advertising strategies.
- Platform expertise: Epic Cycles’ team lacked in-depth knowledge about how to utilize Google Ads and Meta Ads effectively, which hindered their ability to fully capitalize on growth opportunities through these channels.
- Poor products visibility: The customers faced obstacles in purchasing due to a lack of visibility of Epic Cycles’ products, which affected sales.
Solution
Campaign Strategy
- New value proposition development
- Meta Ads account restructure
- Meta Ads creation for each funnel
- Building new campaigns for hero products and top-performing categories
- Google Ads account restructure
- Getting traffic with higher value and intentions from focus products associated only with Google Ads
- Google Shopping Ads optimization with Google Ads
- New concept testing
Our collaboration started with the suggestion from our side to test the Free shipping offer, which the client has never tested before. This immediately increased CVR by over 30%.
While conducting a Meta Ads account restructure, we introduced more TOF-oriented campaigns to acquire new users and avoid oversaturating engaged audiences and existing customers due to a small customer base.
Next, we began creating ads tailored to each stage of the funnel (level of marketing awareness). For unaware audiences, we focused on introducing the brand and highlighting the USPs, whereas for engaged audiences, we focused on showing the products we had the best deals for.
Our team tested new concepts on a regular basis (at least 1 new concept every 1-2 weeks) to find more winning ads that can help the client scale.
We launched new Meta ad campaigns for hero products and top-performing categories, and that gave us more control over the spend and allowed us to scale the budget easier.
Our experts also restructured and cleared out Google Ads campaigns by dividing products into certain categories and brands. We shifted our focus from driving cheap, low-value traffic across all possible products to getting higher-value, intent-driven traffic from focus products only.
Our team also improved and optimized shopping products in the Merchant Center to make ads more appealing and relevant, which resulted in a 43% increase in CTRs.
Results
Through close collaboration with VIDEN, Epic Cycles achieved outstanding results in the following key areas:
- From November 2023 to August 2024, there was an impressive 65% year-over-year (YoY) growth in revenue while maintaining an exceptional 1000% return on ad spend (ROAS).
- In addition, during the same period, we achieved 54% period-over-period (PoP) total revenue growth while maintaining a 1000% return on ad spend (ROAS), highlighting the efficiency of our advertising efforts.
By leveraging VIDEN’s expertise and tailored strategies, Epic Cycles drove business growth. Our team is thrilled to embrace even more challenges and opportunities as we continue our partnership with Epic Cycles.
We’re excited to contribute further to Epic Cycles’s continued success. By deepening our collaboration, we’re not only strengthening our partnership but also positioning ourselves to drive even greater results together in the future. We look forward to achieving new milestones and delivering impactful outcomes that will help propel Epic Cycles to even greater heights.
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