Misona’s journey as a small bath mat and towel brand reveals a classic ecommerce challenge, spreading marketing resources too thin.
Currently generating just a few thousand pounds monthly, their experience offers valuable lessons for similar businesses.
Business overview
- Premium bath products with sustainability focus (organic cotton, bamboo fiber)
- Innovative stone bath mat as best selling product
- 90 SKUs across four main product categories
- £40 average order value
The core challenge: limited budget, too many channels
With just £1,500 monthly marketing spend divided between Google Ads, Meta, and agency fees, Misona faces a critical limitation:
- £300-800/month on Google Ads (only £10-30 daily)
- £800-900/month on Meta (started only in January)
- Multiple channels being used simultaneously with minimal impact
- No retargeting strategies implemented
Despite delivering a reasonable 3-5x ROAS on Google Ads, the limited daily spend severely restricts visibility and growth potential.
Strategic recommendations
Focus budget on proven channels
- Analyse which channels deliver best ROI
- Eliminate underperforming ad spend (potentially 30-50% of current budget)
- Prioritise Google Shopping ads, which perform best for bathroom products
Optimise existing campaigns
- Increase daily budget on best-performing products
- Implement retargeting on Meta to re-engage website visitors
- Upload customer email lists to create targeted audiences
- Target primary demographic: women around 40 years old
Refine content strategy
- Use Google Search Console to identify traffic-driving content
- Focus strictly on bath mat and towel-related topics
- Move general sustainability messaging to brand sections rather than blog posts
Growth roadmap
To achieve meaningful progress, Misona should:
- Define clear 1-3 year revenue targets
- Conduct deep data analysis of all marketing channels
- Test optimised campaigns for 90 days before scaling budget
- Ensure UK operations are solid before pursuing international expansion
By focusing resources rather than spreading them thin, this bath mat business can build a sustainable foundation for growth without necessarily increasing their overall marketing budget.
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