Google, Meta and Amazon ads for Troy Lee Designs

Troy Lee Designs makes helmets, protection, riding gear and casual clothing for motocross and mountain biking. It sells through separate US and Canadian Shopify stores, through dealers and on Amazon.

The brand brought DYODE in to run paid search and paid social for both stores and to put its marketing and sales data in one place. Its own team kept making the creative. DYODE ran the ad accounts, the tracking and the reporting.

We ran search campaigns for the brand name and for its categories, such as helmets, shorts and gloves, plus Shopping campaigns split into bike and moto. When Google retired Smart Shopping, we rebuilt Shopping as standard campaigns.

Each week we added negative keywords, paused keywords that weren't paying back, moved budget between campaigns and adjusted bids by audience, then wrote up what changed and why for the team.

On Facebook we built ads around the brand's collections and launches, recommended audiences and budgets, and split spend between Google and Meta with the team.

Ads that didn't earn their spend were paused until fresh creative came in, so budget stayed on the ads that sold.

We set up Google Ads conversion tracking and the Facebook pixel on both stores, standardized UTM tagging across campaigns, and built live dashboards for sitewide, Google and Facebook results in each country.

Quarterly reviews compared each quarter with the year before, for the US and Canada separately, with spend and revenue split by bike and moto.

Troy Lee Designs later came back to DYODE for its Amazon ads. We started with an audit of its US and Canadian campaigns, search terms and catalog. It found an account held back by budget, not waste: campaigns that sold efficiently were hitting small daily caps before the day ended, all but one Canadian campaign was paused, and much of the catalog had no ads behind it.

Then we took over the account. We cleaned up around 200 keywords and product targets that weren't selling, moved budget to the campaigns with the lowest cost of sale, raised Canadian bids, and started building campaigns by category for the best-selling gloves, helmets and protection. A weekly dashboard tracks spend and sales against the brand's targets.

Troy Lee Designs had one team running Google and Meta in both countries, with tracking that measured the US and Canadian stores the same way and budget and bid decisions made each week from those numbers.

The work renewed past its trial and ran for several years, and when the brand wanted help on Amazon, it came back to DYODE.