Revving Up E-Commerce Sales
How 20North built an integrated Google and Meta program, paired with an ongoing SEO build, to acquire new riders and grow online sales at a strong return on ad spend.
Client
Motorcycle Closeouts
Services
Paid Advertising, SEO
Industry
Motorcycle Gear, Powersports E-Commerce
Platforms
Google Ads, Meta Ads
Return on Ad Spend (Google Ads)
8.36x
Tracked Sales Growth (Meta, YoY)
26%
Project Overview
Motorcycle Closeouts wanted to grow online sales while helping more riders find authentic, brand-name gear at closeout prices. As a retailer working with limited sizes and quantities on fast-changing inventory, the goal was not to increase traffic on its own. The campaigns had to balance new-customer acquisition, retargeting, category priorities, inventory availability, and profitable return on ad spend, while the organic side had room to grow off a catalog with little supporting content.
Project Execution
20North built an integrated Google and Meta program to increase purchases, acquire new customers, and re-engage interested shoppers, paired with an ongoing SEO build.
Meta Ads
- Used Advantage+ to find and convert high-value shoppers, with a dedicated prospecting campaign to test new audiences and segments
- Maintained retargeting for website visitors and social engagers, segmented by visit and engagement windows, with dynamic retargeting tied to browsing activity
- Excluded recent purchasers from acquisition targeting to keep prospecting budgets focused on incremental customers
- Developed category-specific creative for street, adventure, off-road, men's, women's, local, and seasonal audiences
- Tested product, lifestyle, savings, and limited-inventory messaging, shifting budget toward stronger campaigns and concepts
Google Ads
- Separated branded and new-customer acquisition campaigns to evaluate incremental growth
- Broke priority products, street gear, and off-road gear into dedicated campaigns, each with its own budget so it could scale without competing against the full catalog
- Used Performance Max to promote available closeout inventory
- Used competitor URLs and audience signals around brands, rider interests, and shopping behavior to sharpen targeting
- Reviewed search terms and expanded negative keyword lists to improve traffic quality
- Adjusted target return-on-ad-spend goals and reallocated budget across branded, acquisition, priority-product, street, and off-road campaigns based on performance
SEO
- Built content blocks on collection pages to explain the product offering rather than leaving bare product grids
- Refreshed metas across the catalog, with ongoing meta refreshes to keep improving visibility
- Produced blogs to widen the keyword footprint, shifting content toward fast comprehension as AI search changed how pages get surfaced
- Currently supporting a site migration from BigCommerce to Shopify
The organic build added the supporting content the catalog was missing, giving collection pages real copy and widening the range of terms the site could rank for.
Project Results
The integrated program grew sales faster than spend on Meta, held a strong return on ad spend on Google while improving traffic quality, and built the supporting content the catalog was missing.
Google Ads (Year over Year)
- Tracked sales up about 18% and purchases up about 20%
- Click-through rate up nearly 24%, with website clicks up about 17%
- Return on ad spend held at 8.36x while serving about 5% fewer impressions, driving more sales from less inventory by attracting more relevant shoppers
Meta Ads (Year over Year)
- Tracked sales up over 26% and purchases up over 23%, with sales growth outpacing spend
- Return on ad spend up over 9%
- Reach up over 50% and impressions up over 70%, while cost per thousand impressions fell about 32%
SEO
- Optimized 80 collection pages and refreshed nearly all collection metas
- Published 30 blogs, with many target terms now ranking in the top three positions
- Restructured content for fast comprehension so a quick scan tells shoppers what the page is and why the offering is the better choice
Testimonial
“We have had the pleasure of working with half a dozen folks at 20North Marketing. Every interaction with them has been pleasant, professional and valuable. Not only do we look forward to our regular meetings with their team, we're seeing some serious positive results in site traffic and sales. They have been able to increase the return on our PPC budget AND increase our overall sales at the same time.” - Rusty Beck, President and Owner, Motorcycle Closeouts
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