OVERVIEW
Sleepout built a strong organic engine, driving the majority of their online sales without paid media.
They made multiple attempts to scale through paid, including ramping an influencer program and partnering with another agency, but performance was poor.
Paid was ultimately paused while influencer continued to outperform. Previous partners failed to solve the core issue: achieving a scalable conversion rate for a semi-niche product targeting moms with children in a very specific age range.
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Upon getting started with AGS, within the first 90 days we were able to take SleepOut from barely spending $5k per month on paid to spending over $35k a month (and to $45k+ before inventory hit a wall) all at a profitable KPI.
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WHAT WE DID
Sleepout ran into a second constraint which was influencer fatigue. In the parental sleep category the pool of qualified creators is limited, so performance naturally plateaued over time.
AGS was brought in to scale paid acquisition and quickly ramped spend while maintaining profitable KPIs.
The core unlock was identifying the right customer on Meta Platforms with a strong emphasis on Instagram. We improved signal quality first by tightening EMQ scores and overall data flow, then aligned creative to a clearly defined audience segment.
Through our partner Popsixle we audited what was actually being passed through EMQ and CAPI, which exposed multiple tracking and data issues from the prior setup. Once corrected, performance improved as Meta had cleaner and more reliable signals to optimize against.
Rebuilding the pixel and strengthening the CAPI connection while moving away from Shopify’s native setup allowed for consistent scaling. From there, more focused creative and tighter audience positioning sustained growth.
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Conversion Rate Optimisation
+250%
Paid Revenue has increased over 250% while we continue to hold their Profitability KPI
+400%
So far YTD spend is up >+400%
$750K
We’ve spent over $750k - with the most recent 30 days coming in at over $350k in spend
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