Cycling gear marketing agency

Branded components already carry GTINs, so Google Shopping shows your listing beside every other store selling the same cassette. We split campaigns by margin and by intent rather than by brand alone. Search terms that include a speed count, a rotor size or a tyre width signal a rider who knows exactly what they need, and those get their own ad groups with landing pages filtered to that spec.

Complete bikes get a separate structure. Their searches include frame size and model year, they convert slower, and they need a landing page that shows delivery method and assembly status. We keep those budgets away from the fast-moving consumables so the two do not compete.

Negative keywords matter here more than in most niches. Terms that mean a car part, a motorcycle part or a spin class waste spend quickly, and we review search terms weekly through the spring surge.

Most cycling purchases start with a bike a rider already owns, so cold prospecting works best when it shows a specific upgrade on a specific kind of bike: a tubeless setup on a gravel frame, a wider tyre on an endurance road bike, a dropper post on a hardtail. Generic lifestyle shots of riders on a ridge get scrolled past by the people who actually buy.

We build creative around before and after fitment, short install clips, and honest weight or width comparisons between two products in your own range. Retargeting follows the rider from the component they viewed to the parts that go with it.

Timing follows the calendar. Spring creative sells service parts and tyres. Late summer sells lights and wet-weather clothing. Winter sells indoor trainer accessories and the parts riders fit while the bike is off the road.

Merchant Center approves a cycling feed on the basics, then serves it badly because the attributes riders search by are missing. We add speed count, tyre width and bead type, rotor size, axle spacing and freehub standard to titles and to custom labels, so Shopping can match a search for '700x32 tubeless' to the right product rather than to the parent category.

Variants are grouped correctly under item_group_id so a tyre in five widths does not appear as five unrelated listings. Complete bikes carry size as a variant, not as separate products.

We also keep shipping settings honest. A bike box costs more to ship than a tube, and a feed that quotes one flat rate for both collects price-mismatch warnings and disapprovals. Separate shipping groups for oversized items prevent that.

Riders ask AI assistants the same things they used to ask a shop mechanic: does this cassette fit my freehub, what tyre width clears my frame, which chain works with my groupset. A store that answers those questions plainly on its own pages is the store that gets cited and clicked.

We build collection pages around the way riders filter: by wheel size, by speed count, by brake type, by discipline. Each gets a short answer at the top, not a paragraph of category filler. Product pages get a fitment section written in full sentences that an assistant can quote.

Support content covers compatibility questions and service intervals. It is not blog filler. It is the reference a rider checks before a purchase, and it links straight to the parts that solve the problem.

The most valuable email in a cycling store is the one that arrives just before the rider notices their chain is worn. We build post-purchase flows keyed to what was bought: a chain purchase triggers a wear-check reminder months later, a tyre purchase triggers sealant and tube offers, a complete bike purchase triggers a first-service checklist and then a first-upgrade suggestion.

Seasonal sends follow the calendar rather than the marketing plan. A pre-spring service kit email in late winter, a lights and mudguards email as evenings shorten, an indoor training email when the clocks change.

SMS is reserved for stock-back alerts on parts riders wait for and for shipping updates on bikes. Riders are happy to hear that the frame they wanted is back. They are not happy to get a text about a sale on socks.