Our strategy focused on city-level targeting rather than spreading the budget thin across large states, concentrating on cities with the highest demand signals. We implemented a funnel approach: at the top, we raised helmet safety awareness with engaging, relatable creatives; in the mid-funnel, we retargeted engaged audiences with product benefits and value propositions; and at the bottom (upcoming), we plan to drive high-intent conversions to maximize ROI.

In high-intent locations, we fine-tuned campaigns to maximize sales and revenue while staying within budget. Broad state-level targeting was replaced by precise city-level targeting.