When Towel Society partnered with us in April 2025, sales were heading the wrong way. After a record December, monthly revenue had fallen by almost two-thirds in four months, and it was still trending down.

The brief was clear: stop the decline, then grow. But not at any cost. Every new customer had to be acquired profitably, so the business could scale without trading margin for revenue.

To turn the business around and scale it profitably, we focused on four areas:

• Google Ads Strategy & Management: capturing high-intent buyers searching for car seat protection
• Meta Ads Strategy & Management: profitable new customer acquisition, driven by constant creative testing
• Creative & Content Support: content ideation with Kylie, and support as she stepped further into creating content for the brand
• Shopify Website Development & CRO: a custom, interactive bundle builder and streamlined packages to lift average order value and conversion rate

One principle guided everything: sell every new customer profitably. We balanced new customer acquisition with revenue growth, and only scaled spend when the numbers held.

1. Profitable acquisition across Google and Meta

Google Ads captured people already searching for a way to protect their seats. Meta reached the much larger group who had the problem but hadn't gone looking for a fix yet. Both were managed to the same rule: growth only counts if it's profitable.

The efficiency held as spend scaled. On Google, the average cost per conversion has stayed under 16% of average order value, leaving real margin to reinvest in growth.

The turnaround was immediate. In the first full month of the partnership, revenue grew 63%, and it kept climbing from there.

2. Creative iteration and content support

On Meta, creative is the lever that matters most. We built a steady rhythm of creative iteration and variation, testing new angles and formats so performance didn't stall as spend increased.

We also worked closely with Kylie on content ideation. We supported her as she created more content for the brand: content that feels real and connects with customers before it tries to convert them.

3. A custom bundle builder, built around how customers buy

Most customers don't need one towel. They need one for every seat, or every member of the family. So we built a custom, interactive bundle builder that lets customers kit out the whole car in a single order:

1. Choose their two front seat towels
2. Pick their colours
3. Add a back seat towel
4. Add accessories
5. Add the bundle to cart and save

Around the builder, we streamlined the site's packages and bundles so a bigger order is always the easiest choice. Average order value has grown more than 40%, and the website now converts at over 5%.

4. Growing the range

As Kylie expanded the range, new products slotted straight into the bundles and ad strategy. That includes front seat towels, back seat towels, limited-edition trending colours, and the waterproof child seat towel, now one of the brand's most popular products.

In 17 months, Towel Society went from a business in decline to one that regularly beats its own records.

• Nearly 10x growth in monthly revenue (April 2025 to September 2026)
• 63% revenue growth in the first full month of the partnership
• Best month is now 3.5x the brand's previous record
• 40%+ increase in average order value
• 5%+ website conversion rate
• Nearly 690% Google Ads ROAS, at a cost per conversion under 16% of AOV

The constraint now isn't demand. When the range is in stock, Towel Society grows month on month. The focus for the next stage is keeping stock ahead of demand, expanding the range, and making sure every new customer is still a profitable one.