Scaling a Kenyan bike retailer from 1.6x ROAS to 8.9x on $1.5M+ in ad spend

The situation

Cycle Africa Bikes was spending $4–5K/month on ads for around $6.5K in monthly revenue at 1.6x ROAS, $42 CPA and a 1.2% site conversion rate. The campaign structure was flat, retargeting was weak, and tracking was leaking.

Rebuilding the tracking stack

• ◆Google Merchant Center, Analytics, Ads, Tag, GSC and YouTube linked end-to-end
• ◆Meta Pixel with server events for purchase, add-to-cart, initiate-checkout
• ◆TikTok Pixel + early TikTok Shop integration to shorten the buying journey
• ◆Every stage of the funnel measurable and optimizable

Full-funnel campaign redesign

A three-stage funnel across Meta, Google and TikTok, aligned to intent and creative angle.

• ◆TOFU: cycling, outdoors, fitness and lookalike audiences with lifestyle video and carousels
• ◆MOFU: video viewers, site visitors and engagers with reviews and product education
• ◆BOFU: dynamic product ads, product-view and cart-abandonment retargeting

Creative & scaling framework

• ◆4–5 creatives per ad set, structured angle-vs-angle testing
• ◆Underperformers cut inside 72 hours, winners scaled 20–30% every 3–4 days
• ◆Lookalike expansion from 1% → 5% once ROAS stabilised