ROAS CASE STUDY · 08 / 10
Powersports DEALER
Motorcycles and ATVs on one engine: unit enquiries as lead-gen, parts and accessories as ecommerce.
$185k
Ad spend managed
$760k
Parts revenue
4.1x
Parts ROAS
2.4x
Unit enquiries
prior volume
The CLIENT
A powersports dealership selling motorcycles, ATVs and side-by-sides, with a parts and accessories store that ships nationally.
The CHALLENGE
Unit sales and parts ecommerce were tangled in the same campaigns, so neither could be judged honestly: a $40 helmet order and a $14,000 ATV enquiry were being bought with the same bid logic. Seasonality made every monthly report an argument.
What we DID
- Separated the business into two engines: lead-gen campaigns for unit enquiries, Shopping and Performance Max for parts and accessories, each with its own targets.
- Cleaned up the product feed so seasonal lines, sizes and fitment data stopped disapprovals and mismatched queries.
- Paced budget to the riding season instead of the calendar month.
- Defended brand terms against marketplace resellers poaching the dealership's own demand.
The hourly clock effect
Feed issues and stock-outs surface daily in powersports. Catching a disapproved best-seller within hours, rather than at the weekly check, protects the exact weeks when demand peaks.
The RESULTS
Unit enquiries+140%
- Parts ROAS
- 4.1x
- Parts revenue
- $760k
- Unit enquiries
- 2.4x
- Cost per enquiry
- −38%
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