Toniiq: $25M to $29.5M in One Year, With Margins Untouched

Every time they pushed spend to grow, profitability took a hit. Every time they pulled back to protect margins, growth stalled.

At $25M in annual revenue, the brand had products that were working. The advertising just wasn't built to scale efficiently.

A few things stood out when we looked at the account. Spend was being increased broadly rather than product by product.

Sponsored Brand campaigns were getting more attention than the category warranted - in supplements, Sponsored Products are the primary growth driver.

And every product across a 50-plus catalog was being managed with the same approach, regardless of where it actually was in its lifecycle.

A product that needs ranking support has different requirements than one that's already ranked and just needs profitable volume. Treating them the same meant neither was getting what it needed.

Before anything else, Udae wanted to understand the system. So they started with training.

We took Udae and his team through the three-phase training program - how to look at PPC product by product, how to allocate spend based on each product's actual situation, and how to protect margins while growing the top line.

The training gave them the framework. The harder part was getting it executed consistently inside the account.

Eventually, Toniiq decided they needed someone to own the execution entirely, not just the strategy. That's when they came on as an agency client.

Chapter Two: Agency Management

When we took over, we went product by product and asked one question: what does this product actually need right now?

Some needed ranking, so we built ranking campaigns. Some were already ranked and needed volume, so we focused on profitable exact targeting. The rest got a staged plan to get there.

We also concentrated spend where the category actually responds. Supplements grow from Sponsored Products, so that's where the structure and budget went.

The goal we set with Udae was straightforward: grow the account while keeping margins above 25%. That number was the floor the whole system was built around.

The Results

In 2025, Toniiq hit $29.5M in revenue, up from $25M the year before. Margins held between 26-27% throughout.

Going into 2026, three of their top products saw a meaningful drop in search volume - buyers were purchasing less in those specific categories.

We responded on two fronts. First, new products launched in 2025 were ready to absorb some of the lost volume and started contributing real revenue.

Second, for the declining products, we shifted focus toward capturing a larger share of the buyers still in the market - pushing harder on new-to-brand shoppers and brand impression share, while the brand team worked on conversion rate.

Over the last three months, those products have been growing again. In a flat or declining market, their share of brand purchases is going up.

Toniiq came to us with a specific problem: they couldn't grow without giving up margin. The training gave them the framework to understand why. Once they joined as an agency client, we owned the execution and put that framework to work.

"Whether they are coaching somebody on your team internally, or you're just working with their agency as a whole, they're so transparent about their process and their methodology. It's been a huge game-changer for us. Revenue going up, profit going up, costs going down."