e-commerce · Home textile · Jan–Jul 2025 · in 5 months
Villa Cotton
Meta from loss to profit, store sales ×2.9 — with no rise in the overall ad cost share
- ×2.9monthly store sales
- 65%Meta ad cost share instead of 100%+
- 58%overall cost share held with a ×3 budget
- $94.9krecord month for the brand
Starting point
- $28.2kmonthly store sales
- 1.02%store conversion rate
- $131average order value
- 170%Meta ad cost share by Shopify data
January 2025 — Shopify and ad accounts. In the Meta account ad spend exceeded 100% of revenue; by Shopify it was 170%: $7.7k in sales on $13.2k spent.
Challenge
Villa Cotton is a premium home-textile brand: bed linen, pyjamas, robes and accessories, sold in the US through its own Shopify store and Amazon. Before me, the brand had worked with a Russian agency, an American agency and several freelancers. Sales were there, but Meta ads ran at a loss. The goal: make Meta profitable and lower the ad cost share without losing sales — ideally while growing them.
Obstacles
- Expensive Meta ads: spend exceeded the sales they brought
- A container of terry goods — robes and towels — stuck in the warehouse
- Balancing Amazon, which drives sales, and Shopify, which builds the brand
What I did
- 01
Technical relaunch
The brand came to me in January 2025. The first months went into the technical side — the foundation for everything that followed. The growth below comes from 5 months of marketing, March to July.
- 02
A promotion every week
Every week a new promotion: a category, a collection or a US holiday. Meta and Google ads were built around the promotion of the week and fresh creatives.
- 03
Email and SMS in Klaviyo
Automated flows: abandoned cart, abandoned browse, cross-sells. Plus weekly newsletters to the base with the promotion of the week. In July — $11k in sales for $511 spent, a 4.7% cost share.
- 04
SEO and product feed
Product pages reworked: titles, descriptions, meta tags, alt text. Google Merchant Center cleaned up. Less junk traffic, more of the right visitors.
Results
| Metric | January 2025 | July 2025 |
|---|---|---|
| Online store sales | $28,159 | $81,589 · ×2.9 |
| Meta + Google ad budget | $15,224 | $47,310 · ×3.1 |
| Overall ad cost share (Meta + Google) | 54% | 58% |
| Meta ad cost share | 100%+ | 65% |
July 2025 was the brand’s record month: $94.9k in sales (store + Amazon) against a $70k plan.
Report screenshots
Screenshots from ad accounts and reports, click to enlarge. Interface labels are translated from Russian for readability — numbers are unchanged. The original is one click away.
How it works now
- Marketing runs as a cycle: promotion of the week → new creatives → newsletter → optimised feed
- The result holds: in the week of 11–17 August 2025 the Meta ad cost share was 55%
- Amazon keeps growing, Shopify gets a steady flow of orders
Sources: Shopify, Meta and Google Ads accounts, Klaviyo, the founder’s sales sheet. Overall ad cost share = Meta and Google spend relative to online store sales.
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