B2C Specialist Cycling Ecommerce
Turning an established retail brand into an ecommerce growth story.
A Cambridge-based specialist cycling retailer wanted to translate its strong physical retail presence into greater online visibility and ecommerce sales. An integrated strategy across SEO, PPC, Google Shopping and paid social helped drive significant online growth.
Online Revenue
The Opportunity
Extending a strong retail reputation into ecommerce.
The retailer already had an established physical presence in Cambridge and a strong reputation within the specialist cycling market.
The challenge was to translate that strength online and build a scalable ecommerce acquisition model capable of attracting customers beyond the existing local retail base.
The retailer stocked premium cycling brands including Pinarello, Merida and Haibike, creating strong opportunities across organic search, paid search, Google Shopping and social advertising.
The Digital Marketing Strategy
Building a joined-up ecommerce customer acquisition engine.
The strategy combined search marketing, paid acquisition, product advertising and social media rather than treating each channel in isolation.
SEO and Google Ads captured existing search demand, Google Shopping increased product visibility, and paid social helped create awareness and reconnect with shoppers further down the funnel.
SEO
Technical and on-page optimisation increased visibility for commercially valuable product, brand and category searches.
Explore SEO Management →Google Ads
Paid search campaigns captured high-intent demand from customers actively researching bicycles, equipment and premium cycling brands.
Explore PPC Management →Google Shopping
Product-led campaigns increased visibility directly within Google search results and supported stronger ecommerce acquisition.
Explore PPC Management →Paid Social
Facebook and Instagram campaigns increased brand awareness while remarketing brought previous website visitors back into the buying journey.
Explore Social Media Management →Performance Optimisation
Campaign performance, conversion value and ROAS were continually reviewed to improve budget allocation and commercial return.
The Customer Journey
Connecting discovery with ecommerce conversion.
Each channel supported a different stage of the customer journey, helping move shoppers from initial product discovery through to purchase.
Discovery
Customers discover the retailer through organic search, Google Ads, Shopping or paid social.
Product Research
Brand, category and product pages help shoppers compare bicycles, equipment and available options.
Consideration
Customers evaluate premium cycling brands, pricing, specifications and product availability.
Remarketing
Paid social campaigns reconnect with shoppers who have previously visited the website or engaged with products.
Purchase
Search, Shopping and remarketing work together to convert demand into ecommerce revenue.
The Results
Significant growth across ecommerce and paid acquisition.
The combined strategy helped the Cambridge-based retailer strengthen its national ecommerce presence while improving performance across organic search, Google Ads, Shopping and paid social.
PPC & Google Shopping
Capturing customers already looking to buy.
Google Search, Shopping and Performance Max campaigns gave the retailer strong visibility across commercially valuable cycling searches.
Product and campaign performance were reviewed continually to improve conversion value and return on advertising spend.
Learn more about Tiga Digital PPC Management .
- Google Search High-intent keyword targeting around cycling products and premium brands.
- Google Shopping Product-led visibility for customers actively comparing bicycles, equipment and accessories.
- Performance Max Broader automated reach across Google's advertising inventory to support ecommerce sales.
Organic Search
Competing nationally for premium cycling brands.
Technical, on-page and off-page SEO improved visibility for valuable cycling-related searches.
The retailer achieved first-page organic positions for major brands including Pinarello, Merida and Haibike.
This created an additional source of high-intent traffic beyond paid search and extended the retailer's ecommerce reach well beyond Cambridge.
Learn more about Tiga Digital SEO Management .
Ecommerce Growth