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£30K to £500K a month in 8 months.
How ads "so bad you must be good" tripled revenue in month one, then founder video took it to £500k a month.
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Icy Bear is a UK oral-care brand selling dentist-formulated whitening powder and strips direct to consumers.
When we started it was doing around £30,000 a month on under £7,000 of Meta spend. The creative was polished, on-brand and not growing the business.
The ceiling was creative, not media.
Oral care is a trust category: people are putting the product in their mouths. The existing content described the product. It never spoke to the reason people buy, the fear of yellow teeth and the confidence of a smile you are not embarrassed by.
Direct-response statics, then founder video.
Statics first. Simple, native-looking ads with strong hooks, clear offers and copy about the customer's problem. The founder's reaction to the first batch: "These are so bad you guys must be good." Month one tripled revenue.
Founder video. The founder did not want to be on camera. We pushed, the first video worked, and weekly recording sessions became the engine of the account.
Media buying conviction. When the statics converted and the founder ads came online, we scaled hard rather than running parallel tests and waiting.
£30K to £500K a month in eight months.
The revenue funded new product development, and the brand came back to work with us again after a break.
The Meta account shows the same curve. Monthly spend went from £5,393 in July 2024 to £133,872 in March 2025, 25x in eight months, while purchases went from 430 to 6,768 a month.
Across 2025 the account did £3.49M of Meta-attributed revenue on £1.65M of spend, a 2.11 ROAS, with a £624,107 month in November.
The ceiling was creative, not media.
Oral care is a trust category: people are putting the product in their mouths. The existing content described the product. It never spoke to the reason people buy, the fear of yellow teeth and the confidence of a smile you are not embarrassed by.
Direct-response statics, then founder video.
Statics first. Simple, native-looking ads with strong hooks, clear offers and copy about the customer's problem. The founder's reaction to the first batch: "These are so bad you guys must be good." Month one tripled revenue.
Founder video. The founder did not want to be on camera. We pushed, the first video worked, and weekly recording sessions became the engine of the account.
Media buying conviction. When the statics converted and the founder ads came online, we scaled hard rather than running parallel tests and waiting.
£30K to £500K a month in eight months.
The revenue funded new product development, and the brand came back to work with us again after a break.
The Meta account shows the same curve. Monthly spend went from £5,393 in July 2024 to £133,872 in March 2025, 25x in eight months, while purchases went from 430 to 6,768 a month.
Across 2025 the account did £3.49M of Meta-attributed revenue on £1.65M of spend, a 2.11 ROAS, with a £624,107 month in November.
We’ve got more.
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How founder conviction on camera took a womenswear brand from $6,714 a month to a million-dollar month.
How founder ads and an account rebuilt around product drops took a UK womenswear brand to $2M a month.
How ads "so bad you must be good" tripled revenue in month one, then founder video took it to £500k a month.
How we became the creative team an elite account trusts with more budget than anyone else.
How 70 new ads in three months took a $40k-a-month account to $200k a month.
How a hair-fibre brand's account came to run on our creative, lost efficiency when it stopped, and re-signed.
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