Bike wheels

Client:

Bike wheels

Main problem:

Low Margin

Niche:

Outdoor

Initial ACoS:

53%

Brand that specializes in high-quality bicycle wheels for road, mountain and gravel bikes. The main focus is a combination of lightweight materials, aerodynamic design and reliability. The target audience is professional cyclists and enthusiasts who value performance and durability. Initial performance: • ACOS: 53% • Monthly advertising budget: $4,000 • Sales from advertising: $10,233 • Number of campaigns: 10 (most of them are automatic, without segmentation)

To reduce ACOS from 53% to 27% and increase margins, we conducted a SKU audit, removed low-margin products, and focused on profitable models with premium elements. Optimized PPC campaigns: removed ineffective keywords, launched competitor and brand query targeting, and improved listings and rankings through A/B tests and feedback collection. As a result, we managed to increase conversion rates, reduce advertising costs, and increase the average selling price.

Result:

ACOS decreased from 53 to 27%, which made advertising much more effective.
Average margin increased by 18%

Sales increase by ~2.7 times without increasing advertising costs (with ACOS of 27%, $8,000 budget generates $29,600 in sales)