SnowBike Nation is a lifestyle brand that acts as an ambassador for the SnowBiking, a relatively new power sport. They reached out to Optimization Labs when they were ready to start taking guided SnowBiking tours and needed to find clients.
Originally we began by advertising exclusively on Google Ads because we wanted to see what competition and search volume would be for this new niche. We found that search impressions were not big enough in a local area to justify spending money on Google. We pivoted to advertising locally via Facebook where we could push our message to people who might be interested instead of waiting for them to search for us.
Having dedicated marketers on the team that are incentivized by performance rather than a retainer has made it possible for Kyle Allred, the owner of SnowBike Nation to spend less time on marketing and more time building the other critical areas of his business.