Sonno
.png)
.png)
+143%
Monthly Revenue
+164%
New Customers
+36%
Higher MER
Background
Sonno is a premium sleep and wellness brand in the competitive DTC space. When they came to us, they were already an established ecommerce business generating consistent revenue and investing heavily in paid advertising across Meta and Google.
On paper, they looked successful - active campaigns, regular sales, steady growth. But behind the numbers, they were bleeding cash every single month.
Sonno
The Challenges
When we started working with Sonno, they weren't sitting around doing nothing - they were running 50+ campaigns across Meta and Google, testing everything, and spending serious money doing it. But despite solid revenue, they were losing cash every single month.
When we dug into their accounts, the problems jumped out:
50+ scattered campaigns with no focus creating complete chaos.
Mixed signals everywhere meant the algorithm couldn't do its job properly.
They had no clue what was actually profitable beyond surface-level numbers.
Their own campaigns were fighting each other for the same customers.
Classic case of being busy without being efficient - loads of activity, loads of spend, zero profit. They didn't need tweaks. They needed a complete rebuild that could actually scale profitably.
The Strategy
We came in with a clear plan - strip everything back and rebuild their Meta and Google advertising from scratch to drive real, profitable growth.
Meta - Less Is More
We killed all 50+ scattered campaigns and replaced them with a clean, high-budget structure. The algorithm had been drowning in mixed signals from competing campaigns - now it could actually learn and optimise.
We built everything around evergreen ads with a 70/30 video-first split, fixed the event duplication that was messing up their reporting, and brought in Advantage+ Shopping campaigns with tight cost caps so spending couldn't spiral out of control.
Simple. Focused. Profitable.
Google - Starting Over
Their Google account was an absolute battlefield with over 20 campaigns fighting each other for the same customers. We binned the lot and started fresh with seven campaigns that actually made sense.
Search got simplified - one brand campaign grabbing 95%+ impression share, plus two laser-focused prospecting campaigns built on Shopping data.
Performance Max became four campaigns instead of a dozen random ones. Shopping got organised by product categories, with "Hero" products getting the royal treatment and "Villain" products having to prove their worth with stricter targets.
Profit Visibility Was A Game Changer
Here's what really transformed everything - we gave them something they'd never had - actual profit clarity. We built a KPI calculator that factored in every cost from shipping to operations.
For the first time, they could see beyond revenue vanity metrics to real profitability. No more "looks good but feels wrong" reporting.
The Bottom Line
We stripped away the complexity that was killing their performance and built something that could actually scale. Now they're not just busy - they're profitable.
Every pound they spend works harder, and they can see exactly how hard it's working. While most agencies chase vanity metrics, we focus on one simple thing: PROFITABLE growth.
Results Achieved (12 Months):
Monthly Revenue grew +143% to now 7-figures
New customers orders increased by +164%.
New customer revenue jumped +145%.
MER improved by +36% year-on-year.
Performance beat their best previous month by +43%.
Profitability transformed from monthly losses to consistent profit.
Within 90 days, monthly losses were eliminated. Twelve months later, complete transformation to 7-figure monthly revenue - and this was all before Black Friday.
Are Your Campaigns Fighting Each Other Instead of Growing Your Business?
If you're running dozens of campaigns across Meta and Google but can't figure out why profitability isn't improving, the problem might not be your spend - it's your structure.
We'll dig into your campaign structure and show you exactly where campaigns are cannibalising each other, where the algorithm is getting confused, and what's actually profitable versus what just looks good in reports.
Then you decide if you want our help fixing it.