Cycle Exchange is a UK-based retailer specialising in premium pre-owned bicycles and cycling equipment. Each bike is professionally inspected, serviced and certified before resale, giving customers confidence in the second-hand market. Operating in the high-value cycling space, they combine technical expertise with a strong focus on quality and trust.
Cycle Exchange had built a solid paid media foundation but had reached a strategic ceiling that limited further growth. In a high-value, lower-volume retail environment, conversion data was spread too thinly across multiple campaigns. This reduced the density of learning signals available to smart bidding, limiting the platforms’ ability to optimise effectively. Performance was stable, but the structure was restricting scalability.
At the same time, the business needed to pursue ambitious revenue growth without compromising efficiency. Operating within strict commercial guardrails meant growth had to be controlled and profitable. The challenge was not to increase activity, but to redesign the account structure so that it could scale intelligently while protecting return on investment.
Key objectives were:
Deliver Sustainable Revenue Growth
Support year-on-year revenue expansion while ensuring that growth remained commercially disciplined and aligned with profitability targets.
Strengthen New Customer Acquisition
Refocus paid media activity towards attracting high-quality new customers, aligning bidding strategy, messaging and audience targeting with long-term acquisition goals.
Maintain Commercial Efficiency
Operate within clearly defined spend-to-turnover limits and return benchmarks, ensuring every investment in paid media contributed positively to overall business performance.
We began with a detailed audit of platform performance, integrating commercial data from Shopify to understand the full business impact of paid media activity. Rather than assessing campaigns in isolation, we analysed performance against revenue contribution and efficiency metrics. This provided clarity on where structural limitations were restricting optimisation.
The most significant change was campaign consolidation. By simplifying the account and concentrating conversion data into fewer, stronger campaign structures, we increased signal density and improved the effectiveness of smart bidding. This allowed the platforms to optimise with greater confidence in a low-volume environment.
Alongside structural improvements, we introduced a recruitment-first mindset across paid search and paid social. Audience strategy, bidding priorities and messaging were aligned to new customer acquisition, ensuring growth efforts focused on expanding the customer base rather than relying on repeat demand. Ongoing optimisation continues to be informed by commercial insight, keeping strategy closely tied to profitability.
Following implementation, the revised structure created a more stable and predictable optimisation environment. Smart bidding systems were able to learn more effectively, resulting in stronger performance consistency and scalable growth within agreed efficiency parameters. Revenue increased while maintaining commercial discipline, demonstrating that structural refinement rather than additional spend was the key driver of progress.
Beyond performance metrics, the partnership shifted how paid media is approached internally. By integrating commercial data into optimisation decisions, marketing activity became more closely aligned with business objectives. Confidence in forecasting and strategic planning improved, and the relationship has since expanded beyond its original scope as Cycle Exchange continues to scale within controlled efficiency boundaries.
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