Maddog Industries

• Auxiliary lighting (Rage, Lycan, Scout), wiring harnesses, switches and mounts
• Built for long-distance touring and off-road riding
• Sold direct and through motorcycle accessory retailers across India

Maddog had demand and a recognisable product line, but paid media was being measured on clicks and last-click conversions rather than on margin. High-ticket lighting kits and low-margin accessories were competing inside the same campaigns for the same budget, and the landing experience was the same generic category page whatever the ad had promised.

Splitting performance by product margin rather than by channel showed the pattern immediately: a meaningful share of spend was buying volume on the lowest-margin lines. Meanwhile the highest-intent searches — riders naming a specific product before they arrived — were landing on pages that asked them to start browsing again.

Campaigns were restructured around contribution margin, with budget following products that could carry it. We built dedicated landing pages for the highest-intent product searches, so an ad promising a specific kit delivers that kit. The wiring-harness and switch range got its own organic content built around the questions riders actually ask before buying. Reporting was automated into a single view that puts spend, organic and revenue on one page, updated without manual assembly.

What we would do next. Margin-led structure is working on search. The next move is applying the same contribution logic to the shopping feed and to creative testing on Meta.