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Connecting the dots across channels for a growing ebike brand

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Background

MiRiDER is an award-winning electric bike manufacturer, known for their compact, foldable eBikes built in the UK. Their flagship product, the MiRiDER One, is designed for comfort and performance, targeting both commuters and leisure riders. With a growing product range, a D2C website, a physical showroom in Wigan, and a network of retailers across the UK, MiRiDER needed a joined-up digital strategy to support long-term growth. Bronco was brought in to manage Google Ads, SEO, and Paid Social, with ongoing collaboration alongside MiRiDER’s in-house and creative partners.

Objective

When MiRiDER approached us for help with Paid Social, we were already running high-performing Google Ads. Their existing social campaigns weren’t delivering the expected results, and they wanted a more joined-up approach across channels. Our goals were to simplify the campaign structure, improve ad performance, and increase visibility and conversions for both online sales and showroom visits. With new product launches on the horizon, the strategy also needed to adapt to changing audiences and creative assets.

Solution

To drive meaningful change, we needed more than just incremental tweaks – we needed to rebuild with intent. Our approach centred on clarity, collaboration, and cross-channel cohesion. By reengineering MiRiDER’s Paid Social campaigns, connecting insights across Google Ads and Meta, and reinforcing their organic presence with SEO, we created a joined-up digital strategy that reflects how customers actually shop for eBikes.

Restructuring paid social for better clarity and performance

Our first step was to run a full audit of the existing Paid Social setup – reviewing audience targeting, creative performance, campaign structure, and messaging. We rebuilt the campaigns from the ground up, reusing high-performing content and introducing new creative informed by demographic research and behavioural insights. The structure was overhauled to align with distinct marketing funnel stages, making analysis and optimisation more efficient. Monthly collaborative sessions with MiRiDER and their creative agency ensured alignment on visuals, messaging, and audience targeting.

Unifying paid search and paid social

Running both Google Ads and Meta Ads gave us a holistic view of MiRiDER’s buying cycle. As an expensive and considered purchase, eBikes typically involve multiple touchpoints. Insights from search campaigns – such as converting queries and product interest – fed directly into audience development and messaging for Paid Social. Conversely, learnings from Meta’s audience targeting and creative testing fed back into search strategy, helping us understand when, where, and why users convert.

Data-led SEO to support D2C and showroom sales

To complement our paid strategy, we refined MiRiDER’s on-site SEO, focusing on improving organic visibility for product keywords, brand queries, and showroom-related searches. This included updating meta data, optimising content, and refining internal linking to support conversion paths. While SEO was not the primary channel, it played a vital role in capturing demand created through advertising – particularly for users returning via branded or informational searches.

Outcome

The impact of the restructured Paid Social campaign was immediate. Within the first month, return on ad spend increased by 196% – rising from 1.38 to 4.10. Click-through rates jumped 350%, growing from 1.29% to 5.84%. Since launch, performance has remained consistently strong, with ROAS regularly exceeding 4 and peaking above 5.

By managing both Paid Social and Google Ads under one strategy, we’ve created a more integrated marketing ecosystem that reflects how customers research, compare, and buy high-consideration products like eBikes.

MiRiDER’s digital foundation is now more streamlined, collaborative, and insight-driven – supporting ongoing growth across their direct sales and showroom activity.

By simplifying their campaigns, aligning creative and messaging, and grounding our strategy in real user data, Bronco has helped MiRiDER turn complexity into clarity – and clicks into customers.