About Specialized Canada

Specialized Canada is a leading brand in the cycling industry, known for its quality products, innovative designs, and commitment to promoting cycling as a healthy and sustainable form of transportation. Founded in 1974 by Mike Sinyard in Morgan Hill, California, Specialized designs, manufactures, and sells bicycles, e-bicycles, cycling equipment, and related accessories.

The company has introduced a number of ground-breaking products over the years, including the first production mountain bike in 1981, the first production carbon fiber bike in 1989, and the first mass-produced electric-assist bike in 2011. Specialized is known for its innovative designs and technologies that have helped to revolutionize the cycling industry.

The Challenge

Specialized Canada is a well established brand however, they were not selling their bikes and accessories online, only selling them through their network of dealers across Canada. As the company shifted their focus to put a bigger emphasis on serving the client in the digital space, they decided to partner with Bloom to create engaging and performing campaigns in order to boost their online sales. Advertising online is extremely competitive in this industry thus, a strong strategy that combined Google Ads and Meta Ads was required.

The Solution

We are extremely proud of the results we have achieved through our partnership with Specialized Canada. With our paid media specialists, we were able to implement strategies that were optimized for maximizing return on investment.

Focus the budget mostly on mid-lower funnel conversions as the brand is already very strong. However, we still kept some budget for upper-funnel strategies in order to create awareness. Also, this strategy was adapted to the seasonality of the business.
Leverage remarketing audiences. We played with product/audience matching and segmentation, making sure we show the right products to the right purchasing audience, given the wide range of the products that Specialized has.
Leverage the feeds, especially for Google. The audience shopping for bikes, parts and accessories already has high purchasing intent. Thus, Performance Max campaigns are delivering exactly what the audience is looking for.