Case study · Insurance and bike recovery
Backpedal: Google Ads case study
7x the conversion rate after our ads rebuild
3x more sales the month after. Organic traffic up 50% every quarter for a year. And a slot on BBC Radio 2.
We'll reply within the hour (working hours).
7x
higher conversion rate after our ads rebuild
Backpedal
3x
more sales the month after the rebuild
Backpedal
+50%
organic traffic every quarter for a year
Backpedal
Backpedal, a UK stolen bike recovery and insurance company, uses Foundry for Google Ads, SEO, AI search and digital PR. After Foundry rebuilt Backpedal's Google Ads, the conversion rate rose 7x and sales tripled the following month. Organic traffic grew 50% every quarter for 12 months, and Backpedal was featured on BBC Radio 2 in August 2026.
At a glance
- Client
- Backpedal
- Sector
- Stolen bike recovery and insurance
- Services
- Google Ads · SEO · AI SEO · Digital PR
- Results
- 7x higher conversion rate after our ads rebuild · 3x more sales the month after · +50% organic traffic every quarter for 12 months · BBC Radio 2 feature (August 2026)
- Data sources
- Google Ads, Google Search Console, product analytics
Ready when you are.
We'll reply within the hour (working hours).
Bike insurance PPC: clicks without customers
Backpedal's ads were getting plenty of clicks, but most were from people searching for something else, and they weren't turning into customers. Organically, the site needed to rank for the specific bike insurance and recovery searches that matter, in a market dominated by big insurers.
An ads rebuild, SEO and BBC Radio 2 PR
- Rebuilt Google Adscut the searches that brought clicks but no customers, refocused budget on high-intent searches, rewrote ads and fixed tracking so every quote and sale was counted.
- Funnel
- SEOa pillar article and supporting articles on the questions cyclists ask, plus on-page work on the key insurance and recovery terms.
- Off-pagepartnerships and outreach for links and mentions.
- Digital PRthe story that took Backpedal onto BBC Radio 2.
Conversion rate results
- 7x higher conversion rate in the first full month after the ads rebuild.
- 3x more sales the month after the rebuild.
- +50% organic traffic every quarter for 12 months.
- BBC Radio 2 feature, August 2026.
Proof
7x
higher conversion rate in the first full month after the ads rebuild
Backpedal
3x
more sales the month after the rebuild
Backpedal
+50%
organic traffic every quarter for 12 months
Backpedal
- Featured on BBC Radio 2 · Backpedal · August 2026
What this UK PPC case study shows
More clicks don't mean more customers. Cutting the wrong traffic and tracking the right actions did more for Backpedal than any budget increase would have.
Backpedal case study FAQs
By rebuilding the Google Ads account: cutting searches that brought clicks but no customers, refocusing on high-intent searches and fixing tracking. The conversion rate rose 7x in the first full month.
The feature aired in August 2026.
By 50% every quarter for 12 months.
Foundry Agency, based in Melton Mowbray, Leicestershire.
Yes. Backpedal's improvement came from spending the same budget on the right searches.
Services used on this project
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