Discounts and a heavy lean on Meta were propping up the numbers, and the orders behind them were thinner than they looked.
The homepage, July 2025
Case study · iROCKER
Less ad spend. More sales. Fewer discounts.
Everything from ads to email for an inflatable paddleboard brand.
- Ads
- Creative
- Site
+22% saleson 44% less ad spend
Growth was getting more expensive.
Three changes.
01 · Ads
We moved the money to where people were searching.
Google’s share of spend went from about a third to two-thirds.
Where people search
02 · Ads
We pointed Meta at bigger orders.
Meta spend fell 71%. Each Meta order was worth about twice as much.
Bigger orders
03 · Offer
We stopped selling on discount.
We didn’t want iROCKER to become a discount brand. Discounts fell 80%.
Selling the board
July against July.
- +22%
- sales
- −44%
- ad spend
- +77%
- revenue per visit
- −80%
- discounts
July 2026 against July 2025. Sales from Shopify, spend from Google and Meta.
“During high-velocity sales windows, the team has been exceptional in managing resources and securing our operations.”