After a comprehensive audit, we restructured the ad accounts and improved the conversion tracking which was vital to any future work that we conducted. Analytics and providing clean accurate data is a service we’re proud to provide to our clients, we find it’s increasing important as the platforms move further to a ‘Big Data’ model and something that is lacking in the industry. 

Furthermore, we established a creative and CRO testing structure that allowed us to present a hypothesis, and provide the framework to test and glean insights that improved performance and helped dictate future strategy. 

During the first 3 months of taking control of the account, Melbourne was the most successful city due to its established brand and cycling culture. However, Sydney and Brisbane presented challenges, particularly Brisbane as it was the newest city. We ran awareness activities in Sydney and Brisbane while tolerating higher CPL in Brisbane initially, only to lower it over time. To find successful creatives, we consistently tested new Meta ads through a creative testing campaign that included all markets.

Month by month the incremental gains started to stack up, with the now signature Lug+Carrie beetle blue bikes spotted rain, hail and shine all over the major cities on the east coast of Australia.