MTBiker is one of leading cycling portals and online stores in the CEE region. With the main season approaching and strong demand in the Czech market, the goal was simple — scale spend and revenue as much as possible without losing efficiency.

Dotidot replaced broad, generic campaigns with a structured, data-driven approach across both Google Ads and Meta. The results came quickly, and as performance kept improving, the focus shifted from growing volume to maximizing margins.

About MTBIKER

MTBIKER is one of leading cycling portals and e-commerce stores in the CEE region. Originally built as an online community for cycling enthusiasts, the brand has grown into a full-scale retail operation selling bikes, components, clothing, and accessories from leading global brands. The store serves a wide range of customers, from casual riders to professional athletes, and covers everything from road and mountain bikes to urban cycling gear.

Challenges

• PMax campaigns had no product-level segmentation: Everything ran in one broad structure
• Meta Ads were heavily underused: One campaign, all products in one place, no performance logic
• The team needed to scale spend and revenue during peak season while keeping ROAS strong
• Starting ROAS was 1,100: A decent result, but with clear room to improve

The Strategy

1/ PMax broken into 5 performance segments

The original broad PMax campaigns were replaced with five clearly defined segments. Each segment had its own budget level and ROAS target, so money always followed performance.

• High: Products with strong ROAS above 1,000, at least 10 clicks, and more than 100 orders in the last 90 days. These received the most budget to get as much revenue as possible from proven products.
• Mid: Products with ROAS above 100 and at least 10 clicks. The main volume driver — good efficiency at scale.
• Low data: Products without enough data to make confident decisions yet. Kept in campaigns under controlled conditions until they earned a place in a higher segment.
• Zombie 1: Products with more than 100 impressions but no meaningful conversions. Still given a chance, but with tight budget limits.
• Zombie 2: The remaining long tail. Minimal spend, observation only.

A key part of what made this work was combining Google Ads data with MTBIKER's own internal product data — specifically order counts per product over the last 90 days. This meant budget decisions reflected actual sales, not just ad platform numbers. Products moved between segments automatically as their performance changed over time.

2/ Meta rebuilt from a single campaign into a structured system

Before working with Dotidot, MTBIKER's Meta presence was one campaign containing all products with no performance logic behind it. The new structure introduced three ad sets based on product performance data similar to PMax segmentation:

• High: Best-performing products, highest budget
• Mid: Not-that-bad performance, medium budget
• Low data: Products with limited history, lower budget to test

Products with zero ROAS and at least 30 clicks were excluded from campaigns. This exclusion was not permanent, products returned after a maximum of 30 days to get another chance. This kept the algorithm focused on what was working, while still testing the wider catalog over time.

The impact was immediate. Within 10 days of launch, the new Meta structure was clearly outperforming the previous single-campaign setup. It was not performing that bad before, but this new structure unlocked its true potential.

Partnering with Dotidot was the right call. Communication was smooth, and the results speak for themselves. We needed to grow revenue during peak season without letting ad costs spiral, and that's exactly what happened. Switching our product feed tool was simple, the setup was fast, and campaigns delivered from day one. Meta templates were a bonus, lifting performance while keeping our brand in it. - Rastislav Guga

Results

Google PMax

ROAS grew from 1,100 to 1,585 while spend was actually reduced. Revenue grew by 300% in March and 735% in February compared to the same months the previous year. Fewer euros in, significantly more revenue out.

Meta Ads

Within 10 days of launch, weekly conversions jumped from 97 to 240. Conversion value grew from €14,000 to €38,000 on only 20% more spend. This means thatMeta ROAS increased by 128%.

From volume to margins

With campaign efficiency reaching its peak, the strategy deliberately shifted from scaling volume toward maximizing margins. Rather than chasing higher order counts, the focus moved to improving pricing and profitability, ensuring MTBIKER maintained 100% fulfilment quality and their one to two day delivery promise throughout the entire peak season

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