How we increased Steed's monthly online revenue by 650%

"The Convert Lab team is super professional.The only thing I'd change is I wish we had started working with Convert Lab 5 years ago!!!"
Kim Steed - Owner of Steed Cycles
Increase in online
monthly revenue
Return on ad spend
Average order value

Steed Cycles PPC / SEM

Steed Cycles, a bike shop located in British Columbia, Canada, wanted to expand their online presence and reach a broader Canadian market. The team at Convert Lab was brought in to create a paid advertising campaign on Google Ads and Facebook Ads to achieve this goal.

Challenge & Goals:

Steed did not have any sales coming from paid advertising when we joined the team. The site was limited to sales from existing customers that had visited the online store and some organic search. Steed wanted a great portion of their revenue to come from out-of-province and to grow top-line revenue at a >10x ROAS.

  • 95% of online sales from British Columbia
  • Over 30% of sales from direct traffic
  • Website conversion rate just 0.37%
  • Online sales growth had stalled
  • Online sales were highly seasonal

Our Process:

We first focused on building Steeds shopping and search campaigns. Being a reseller, Steed benefits from a large amount of branded search for their products. Building the right product sets, and selected the right products to advertise was crucial to the success of these campaigns.

After we had a strong foundation on Google, we then built out Steeds FB/IG campaigns. Audience target and strong creative allowed for steady improvement and now these campaigns are a huge part of Steed online revenue.

  • Product feed optimization
  • Product set selection
  • A/B testing audiences and creative
  • Built out a strong analytics and reporting framework

Platforms & Tools


The campaign was a huge success, delivering a 650% increase in monthly online revenue for Steed Cycles while maintaining a 11.34x return on advertising spend. With Convert Lab's expertise in PPC advertising, they were able to place the brand in front of the entire Canadian market, helping the business reach its growth potential.

  • Only 55% of online sales from BC
  • 18% of sales from direct traffic
  • Website conversion rate increased 138%
  • Online sales growing month-over-month

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