Borla Exhaust: +147% online revenue after a platform migration

I'll be honest with you, when Borla first came to us the products were never the problem. Borla builds some of the best exhaust systems out there. The problem was that the store was sitting on a vendor's proprietary CMS that just didn't let us organize thousands of systems the way enthusiasts actually shop, which is by year, make, and model. If a guy with a specific truck can't find his exact fit in a few clicks, he goes somewhere else, and Google couldn't rank pages that didn't exist.

So we took the long road and did it right. We migrated the store to a scalable ecommerce platform and spent more than a year customizing it, then built out thousands of vehicle-specific landing pages. Once the foundation was there, we layered on technical SEO and answer engine optimization so Google and the AI assistants could find the right system, and we reorganized Performance Max by vehicle platform with GA4 and GTM tracking every single sale.

Where that landed is a 147% jump in annual store revenue and 213% more orders. On the paid side we got about three and a half times the clicks on a nearly flat budget, with average cost per click down 63%. And organically, the average position went from 41 to 7.3 in twelve months. That's the kind of compounding you only get when the platform, the content, and the ads are all pulling the same direction.