SCALED NET PROFIT BY 63%

Before working with Soar, Katto's paid media was concentrated heavily in Google, which accounted for roughly 70% of spend and was primarily capturing existing demand through shopping and brand campaigns. Meta stood out as a largely untapped opportunity, with plenty of room to build out testing and spend. The main opportunity lay in creative output and channel scaling: with more upper-funnel activity and creative testing, there was clear headroom to move beyond existing search demand and unlock new growth.

We rebalanced Katto's channel mix and rebuilt both accounts to unlock new demand alongside existing intent:

Meta rebuild - We rebuilt the Meta account from the ground up with a more optimal structure and testing pipeline. Early research into Katto's first-party customer review data provided a direct line into audience targeting, allowing us to test new personas and angles from day one, and iterate on any early winners to accelerate performance.

‍Partnership ads with creator content - Partnership ads quickly became the account's primary creative format, built primarily around UGC of both customers and creators unboxing and using the knives in their own kitchens. We worked with a mix of larger and smaller creators, each speaking to a different persona - from passionate home cooks to personal chefs - which gave the account authentic content with genuine reach across audience segments, and became a major driver of new visitor growth and the conversion gains that followed.

Google restructure - We restructured the Google account for efficiency, running ongoing search term analysis, keyword expansion and negative keyword management, alongside continual bid optimisation and improvements to the Merchant Centre feed, and introduced Performance Max and Demand Gen to build upper-funnel demand beyond high-intent search users.‍

Site and offer strategy - We audited the website to identify CVR improvements and planned and ran Katto's first-ever Black Friday campaign, a "Workshop Seconds" sale of near-perfect products with minor cosmetic defects, covering offer strategy, retention and paid media across both channels.

By rebalancing the channel split and rebuilding the creative and testing foundations across both accounts, we helped deliver:

• 56% increase in total sales
• 63% increase in net profit
• 42% increase in spend

Rather than chasing volume for its own sake, Google became a consistently profitable channel exceeding ROAS targets, while Meta took on the job of generating new demand, giving Katto a healthier, more balanced acquisition funnel.

‍