The Client
Pro Rider is a North Island based motorcycle training and licencing provider offering courses and training sessions across Auckland, Northland, Bay of Plenty, and Waikato.
Established in 2009, their courses are perfect for riders of all levels, from beginners to advanced motorcyclists, working on practical riding skills and safety techniques to improve their confidence and competence on the road and varying terrains.
Pro Rider is also known for their "Ride Forever" courses, which are designed to enhance rider safety and are subsidised by the New Zealand Transport Agency (NZTA).
The Challenge
Pro Rider has a wide range of offerings in 7 cities across the North Island but not all of these courses and trainings are available at every location. This causes complications when it comes to Organic Search, as the main website pages are structured by product vs location, meaning their products can naturally show in locations that they may not service with that offering.
Like so many New Zealand business owners, Rebecca is notoriously busy, managing a team that is spread across the country, supporting with day-to-day operations, as well as running many of the trainings herself on a regular basis. Whilst Rebecca and her team have no shortage of ideas to help the growth of her business, the lack of time and resource proves to be an ongoing challenge when it comes to implementation.
As a result, Pro Rider enlisted Tomahawk's help to manage their paid channels, most specifically Google Search ads and Meta ads, to help grow their monthly revenue.
The Solution
Google Ad Campaigns
In 2022 Tomahawk set up a series of Google Ad location-specific campaigns ensuring that products were visible only in their designated areas, while providing the flexibility to turn specific ads on and off as needed.
By 2024, with a strong campaign structure in place, it was time to explore alternative ways to generate revenue without increasing media spend, especially as we headed into the cooler and traditionally more challenging winter season.
With this in mind, we conducted a full Google Ad campaign refresh in May 2024. This refresh offered a valuable opportunity to revisit keywords and past data to identify the phrases that best resonated with the audiences.
Social Media Ad Campaigns
Similarly, in the Meta Ad space, after introducing Social Ads in early 2023, we refreshed the Lookalike and Remarketing campaigns to ensure the imagery and messaging aligned with these audiences and Pro Rider's 2024 positioning.
By analysing prior campaign performance, we identified the most resonant ad styles and consistently high-performing formats, optimising purchasing opportunities within the existing budget.
Driving Successful Results!
Following the Google and Meta campaign 2024 refreshes, in a three-month period we saw an incredible range of improvements!
Paid Social
- Revenue increased by 110% compared to the previous three months, without increasing media spend!
- Purchases were also up 21.4% - based on these figures, this suggests more purchases of higher value products too!
- The click-through rate (CTR) of the Remarketing audience (higher intent market) improved by 174%, increasing from 2.35% to 6.45%. The average CTR on social is around 0.9%!
- Reached 91% more people and drove 115.7% more landing page views.
Google Search
- Purchases increased by an average of 5%, without increasing their media spend.
- They had their second-highest month for revenue generation ever in a month that typically sees a 30% dip.
- Compared to 2023, ad revenue increased by 88.6% and purchases by 83.3% (while ad spend increased only 31.6%).
This is a great reminder that whilst media spend often allows for better opportunity to reach more potential customers, it's important to not neglect the basics, especially if you're restricted for media spend. Don't be afraid to carry out tests, revisit existing elements, assess frequently what is and isn't working, and exhaust the basics before introducing more money. Doing this prematurely often means you are neglecting the foundations and missing a vital opportunity to amplify your results. By fine tuning things first, you are only helping to build a stronger leaping pad for growth in the future!
If you are looking for better results from your paid ads or need to get started on a digital marketing strategy, contact us to have a chat!
