How Milkyano helped Melbourne's premium pre-owned and new road bike specialist build a digital presence that drives real showroom visits, online enquiries, and a loyal cycling community — without a big-brand budget.
Increase in eCommerce revenue YoY
Return on Meta Ads spend (ROAS)
Growth in organic social reach
MKP Bikes is Melbourne's trusted destination for premium new and pre-owned road and gravel bikes — based out of Cheltenham, VIC. Founded by Michael, the store is built on one principle: getting the right rider on the right bike at the right price, every time.
They stock an ever-rotating selection of certified pre-owned road and gravel bikes alongside new models, from entry-level to high-end carbon builds. Every bike is professionally inspected before sale. Their point of difference: genuine expert advice, professional bike fitting, and a level of personal service the big chains simply can't match.
When MKP Bikes partnered with Milkyano, they had an exceptional product and reputation — but their digital presence was punching well below their weight. Their social content was inconsistent, their website wasn't driving enquiries, and they had no structured paid advertising strategy to bring new riders through the door.
When MKP Bikes came to Milkyano, they had the product, the expertise, and the reviews — but almost no digital infrastructure to turn that into consistent business. In a market where buyers research obsessively online before ever stepping into a store, MKP was nearly invisible. Their social presence was sporadic, their paid ads non-existent, and their website wasn't set up to capture the high-intent riders actively searching for their next bike.
No paid advertising strategy — MKP was relying entirely on word-of-mouth and organic discovery
Social content was infrequent and inconsistent — no content calendar, no brand voice, no community strategy
Website generated almost no inbound enquiries despite strong organic traffic potential
No email marketing in place — subscriber list existed but was completely unutilised
New bike arrivals and stock updates weren't being promoted — high-value inventory was sitting unseen
No retargeting set up to recapture warm visitors who browsed the site but didn't enquire
STRATEGY 01
Paid Ads — Meta
Launching paid media from zero
MKP had never run structured paid advertising before. We built their entire Meta Ads presence from scratch — starting with audience research to identify Melbourne cyclists by interest, behaviour, and demographics. We launched cold prospecting campaigns featuring their best stock, layered warm retargeting for website visitors who viewed specific bikes, and built lookalike audiences from their existing enquiry database. Every ad was optimised for message enquiries and website contact form submissions — the actual conversion events that matter for a high-consideration purchase like a premium road bike.
STRATEGY 02
Creative Content Strategy
Content that makes cyclists stop scrolling
The cycling community is deeply online — they research, compare, and discover bikes through content before they ever visit a shop. We built a full content strategy for MKP: a consistent posting cadence across Instagram and Facebook, showcasing new arrivals with cinematic product-style photography direction, customer story formats, and educational content around bike fitting, sizing guides, and component comparisons. Every post was crafted to position MKP not just as a shop, but as Melbourne's most knowledgeable destination for serious road and gravel riders.
STRATEGY 03
Website & CRO
Conversion-focused website redesign
The old website was informative but not built to convert. We redesigned key pages with a clear hierarchy — trust signals front and centre (350+ reviews, $20M insurance, Living Wage Employer), a fast and frictionless quote form above the fold, and mobile-first layouts that matched how their customers actually browse. Calls-to-action were rewritten to match intent ("Get a Fast Quote" over generic "Contact Us"), and we introduced a sticky quote button on mobile to remove friction at every scroll depth.
STRATEGY 04
Abandoned Enquiry Retargeting
Recapturing riders who almost converted
Supps247's retail calendar is packed — clearance events, brand launches, seasonal sales, in-store activations. We built a campaign framework that turned each of these moments into full-funnel digital events: pre-launch hype content, launch-day paid pushes across Meta and Google, and post-event retargeting to capture stragglers. For their biggest sale periods, we coordinated email, paid social, and Google Shopping into a single orchestrated campaign — hitting the same customer across every touchpoint at the right moment in their buying journey.
STRATEGY 05
Strategy & Consulting
A growth strategy built for scale
Beyond execution, Milkyano worked with the MKP Bikes team on a 12-month growth roadmap — mapping seasonal peaks (New Year fitness surges, mid-year clearance, Black Friday/Cyber Monday), building coordinated campaigns around each, and creating a live reporting dashboard giving the founding team full visibility across channels. Monthly strategy sessions ensured every dollar was intentional, traceable, and compounding toward the next stage of retail and digital scale.
Within 12 months of partnering with Milkyano, MKP Bikes transformed from a word-of-mouth shop into a digitally-driven destination for Melbourne cyclists.
Increase in inbound enquiries (form + DM) comparing pre- and post-Milkyano periods
Return on Meta Ads spend — measured against attributed enquiry and sale value
Growth in organic social reach across Instagram and Facebook within 6 months
Increase in website sessions driven by combined paid and organic social traffic
Increase in website sessions driven by combined paid and organic social traffic
Reduction in average days-to-enquiry for retargeted bike listing visitors
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