E-bike brand · DTC/ecommerce · Google Ads (Search + Shopping)
Velotric is a premium e-bike brand founded in 2021 by former Lime hardware executives, with 15+ models from $1,199 to $2,199 across commuter, fat tire, and cargo lines. The company sells direct to consumer online and through a network of 500+ retail dealers across the US. Google Ads, Search and Shopping combined, was the primary growth engine, but by February 2025 the account's structure hadn't kept pace with the business.
Shopping ran every product in one campaign with a single ad group, and Search mixed brand and non-brand keywords in broad match, so budget couldn't be steered toward what was actually working. Two purchase conversion actions were double-counting, and reported ROAS was skewed by wholesale orders baked into the same conversion values. Despite being budget-limited, overall ROAS still fell well short of target, and the team wanted a partner who could show which products and categories were actually driving performance, not just top-line metrics.
Search was reorganized by intent, brand terms isolated for the lowest CPC, product/category terms in themed ad groups, competitor terms separated for testing, with dedicated campaigns per product line. Shopping moved from one catch-all campaign to machine-learning-driven product groupings split across priority tiers and budget pools, separating high performers from low performers.
A bidding mix of Target ROAS for proven performers, Max Clicks to gather data on new launches, and Enhanced CPC for competitive terms, paired with Google Merchant Center feed optimization, sharper titles and descriptions, A/B tested for CTR and conversion.
Spend prioritized toward high-ROAS product lines and organized into budget pools for fast pivots, enabling record sales during promotional periods like Prime Day and supporting new product launches (N2X, B1, F1+) as they came online.
Search: cost down 9% while value grew 146%, ROAS up 172%. Shopping: cost cut 50% while value fell just 14.7%, ROAS up 58%.
"MAI's audit helped us identify opportunities in a simple way. The agents identified new segments we could spend into and a better way to structure our campaigns."
