Sun Valley Saunas: Scaling to $2.18M Revenue at 16.36x ROAS

Overview

Sun Valley Saunas partnered with our agency in October 2024 to transform their underperforming Google Ads account. Prior to our takeover, the account struggled with fragmented campaigns and inconsistent performance, generating just $111K in revenue over three months. In 11 months under our management, we generated $2.18M in tracked online revenue at 16.36x ROAS, plus 230 phone calls that represent significant additional revenue in the luxury wellness market.

The Challenge

When we inherited the account in October 2024, Sun Valley Saunas faced critical performance issues:

• Fragmented campaign structure with 12 active campaigns lacking cohesive strategy
• Inconsistent performance with 6.35x ROAS limiting profitable scaling potential
• Low conversion volume averaging just 11.6 conversions monthly
• Volatile results ranging from 0x to 18x ROAS month-to-month
• No call tracking despite high-consideration purchases requiring consultation

Our Approach

We implemented a comprehensive restructuring focused on efficiency and scale. Our strategy centered on consolidating fragmented efforts into high‑performing campaigns while building sophisticated audience targeting for the luxury sauna market.

For campaign architecture, we streamlined from scattered campaigns to a focused structure featuring Performance Max, Search, and Shopping—segmented explicitly by sauna and sauna heater categories. Performance Max was split by product type: traditional saunas and infrared saunas received their own asset groups. Wood‑fired sauna heaters and electric sauna heaters were also separated on the Heaters side to reflect very different demand patterns and margins. We also carved out replacement heater stones into a standalone campaign with its own budget and ROAS target to prevent accessory spend from crowding out core products. Brand and non‑brand Search were run in parallel for protection and expansion.

Feed optimization was aligned to these categories. Titles and attributes clearly indicated sauna type (traditional vs. infrared) and heater type (wood‑fired vs. electric) so queries matched intent. We refined Google Product Categories to the most specific wellness nodes and used custom labels to track category performance and seasonality, which informed budget and bid decisions at the campaign level.

Our scaling methodology balanced growth with efficiency guardrails. Budgets increased methodically based on ROAS thresholds at the category level, and we accepted strategic efficiency trade‑offs to capture volume where profitable. We also optimized for both online conversions and phone calls, recognizing that higher‑ticket sauna purchases often complete via consultation.

Performance Highlights

Revenue & Conversions

• Generated $2.18M in tracked online revenue from October 2024 to August 2025
• Drove 230 phone calls directly to client phone lines
• Phone calls represent $100K+ in additional revenue at a conservative 25% close rate
• Total conversions grew from 11.6 to 108.8 monthly average (+838%)
• Peak month delivered 200.5 online conversions plus calls in January 2025

Spending & Scaling

• Monthly spend grew from $5,829 to $12,122 average (+108% from pre-takeover)
• Peak investment reached $16,560 in February 2025 during demand surge
• Sustained $10,000+ monthly spend for 8 consecutive months
• August 2025 maintained aggressive $15,870 investment for summer push

Efficiency Improvements

• Achieved 16.36x overall ROAS post-takeover vs. 6.35x baseline
• Peak efficiency of 41.17x ROAS in November 2024 during initial optimizations
• Maintained strong 8.53x ROAS even at peak $15,870 monthly spend
• Generated $2.18M from just $133K in total investment

Call Performance Impact

• 230 phone calls generated through strategic call extensions and campaigns
• Higher AOV on phone orders for complex sauna configurations
• 25% estimated close rate significantly higher than online conversion rate
• Phone channel critical for high-consideration luxury purchases

Key Wins & Strategic Insights

• Category‑led PMax structure: Splitting traditional vs. infrared saunas, and wood‑fired vs. electric heaters, created cleaner budget routing and clearer signals, improving ROAS while scaling.
• Accessory isolation paid off: A dedicated heater stones campaign with its own budget and ROAS target captured profitable demand without cannibalizing flagship sauna and heater campaigns.
• Phone channel surfaced real value: 230 calls represent substantial revenue for configured sauna packages.
• Seasonality alignment: January wellness peaks validated planned budget surges without efficiency collapse.
• Sustained scale: Maintained 8.5x+ ROAS at ~2.7x higher spend levels.

What We Learned

Luxury, high-consideration products require a dual-channel approach. By optimizing for both online conversions and phone consultations while consolidating campaign structure, we transformed a volatile account into a consistent revenue engine. The 230 phone calls generated prove that omnichannel tracking is essential for understanding true campaign value in high-AOV categories.

Where We Go From Here

Moving forward, we'll be optimizing for spend levels up to $20,000 monthly to find optimal efficiency-volume balance. A higher priority on best-selling SKUs, and seasonal promotional calendars will align with wellness trends throughout the year in the US market.

Ready to transform your Google Ads performance? Book a strategy call to discuss how we can drive similar results for your business.