KTM Twins
A KTM parts reseller losing ground to algorithm changes and rising click costs grew sales 645% year over year — by bidding on lifetime value instead of the first order.
The situation
KTMtwins.com resells KTM motorcycle parts and apparel. Their customers are owners who search with real precision — usually by part number or exact product name — which makes the intent signal unusually clean, if you structure for it.
The challenge
Two pressures arrived at once. Organic traffic fell after Google algorithm changes, and paid became less profitable as competition and cost-per-click rose. Underneath both, roughly 55% of ad spend was going to low-margin or outright unprofitable traffic with click-through rates below 0.5%.
What we did
- Built tiered Google and Bing Shopping campaigns: highest bids on specific KTM part numbers, medium on branded part names, lowest on related product titles
- Deployed remarketing lists for search ads to bid up visitors who had already been to the site
- Cut bids on the tangential traffic that was quietly consuming half the budget
- Optimized against lifetime value rather than first-order return, because a parts buyer comes back
Results
“Once a customer buys a part for their KTM motorcycle, they are likely to return to buy more parts.”
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