How Sonic Dental Achieved a 1000% Increase in Sales and Expanded into 9 Global Markets with Add People
How Sonic Dental Achieved a 1000% Increase in Sales and Expanded into 9 Global Markets with Add People
Great products deserve to be seen.
That’s the belief that not only sits at the heart of Add People’s eCommerce Team but also our client, Sonic Dental – a fast-growing eCommerce brand specialising in ultrasonic dental cleaning devices which enable people to take control of their oral health at home.
The brand offers sleek, high-performance dental cleaning tools that swap classic cleaning methods for professional level hygine. Their products have quickly gained attention from customers looking for smarter alternatives to traditional dental care.
When Sonic Dental partnered with us in September 2023, their ambition was clear. They wanted to scale internationally, reach new audiences, and grow the brand without sacrificing profitability.
The benchmark was ambitious but achievable with the right strategy: achieve a 400% return on ad spend in each market. Once that was consistently achieved, the plan was to expand into new territories.
With Add People, they achieved this, and then some. Let’s take a look at how this story of success unfolded.
The Challenge
Launching a product online is one thing. Competing across multiple global markets is another.
When Sonic Dental began working with us, the business had already taken important first steps. The website had recently undergone foundational SEO work to prepare it for future growth, with both our SEO and PPC teams collaborating to ensure the site was targeting the right keywords and search opportunities.
The groundwork was there. But the real growth had yet to begin.
At the time, the brand was generating around five sales per day. For a product with such strong potential, that number told us there was far more opportunity waiting to be unlocked.
There were also technical hurdles standing in the way.
Product visibility within Google Shopping was being limited due to issues with the product feed. Disapprovals were frequent, and key information within the feed lacked the optimisation needed to compete effectively.
In the world of eCommerce advertising, visibility is everything. If the product feed isn’t structured correctly, even the best campaigns can struggle to perform.
To unlock the brand’s potential, Sonic Dental needed more than just advertising. They needed a strategy that combined technical expertise, data-led decision making, and the confidence to scale internationally.
The Strategy
When our eCommerce team stepped in, the goal was clear: turn Sonic Dental into a scalable, profitable global brand.
That meant building a campaign structure capable of delivering strong performance in multiple markets, while also fixing the technical foundations that were limiting product visibility.
Here’s how they did it:
Product Priority Campaigns
Sonic Dental offers several products across its range, but three stood out early as consistent top performers.
Rather than spreading the budget evenly across the catalogue, we built priority campaigns around these high-performing products. This allowed us to concentrate investment where purchase intent was strongest and establish traction quickly across multiple markets.
Once these products gained visibility and performance momentum, we gradually expanded the campaign reach to include additional products within the range.
Performance Max Strategy
At the start of the campaign, we took a focused approach to Performance Max.
Rather than activating every available placement, we ran feed-only Performance Max campaigns, ensuring spend was directed almost entirely toward Google Shopping inventory.
This allowed us to concentrate budget on the areas most likely to generate immediate purchases, rather than spreading spend across channels like YouTube or the Display Network too early.
The result was a highly efficient early campaign phase that built reliable performance data.
Shopping Feed Optimisation and International Localisation
Our technical team quickly identified that Sonic Dental’s feed structure needed improvement, particularly as the brand began expanding into international markets.
Marlene from our technical team explains the transformation:
“The client operates across multiple international markets, with dedicated website URLs and local currencies for each country. Initially, a single product feed was used to target all regions, which limited the effectiveness of localisation and performance optimisation.
Over time, we successfully restructured this setup by creating individual product feeds for each country, ensuring accurate currency representation and market-specific targeting.
Our feed optimisation strategy focused on maintaining clarity, relevance, and consistency by prioritising key product attributes such as colour, material, size, and detailed specifications.
This approach improved feed quality, enhanced product visibility, and supported stronger campaign performance across all markets.”
With this restructuring in place, product visibility improved dramatically.
Black Friday Growth Strategy
For Sonic Dental, Black Friday and Cyber Monday represent major commercial opportunities.
To make the most of this period, we began preparing campaigns two months in advance. Brand awareness campaigns, video campaigns, and social campaigns were all introduced early to build audience familiarity and drive traffic ahead of the peak sales window.
This preparation phase temporarily reduced ROAS, but it ensured the brand was highly visible when customers were ready to buy.
When Black Friday arrived, the groundwork had already been laid.
Grow so much you get your own case study, with Add People.
The Results
The transformation has been remarkable.
Since partnering with Add People, Sonic Dental has achieved:
- a 1000% increase in sales, turning a promising eCommerce store into a fast-scaling international brand.
- Daily orders have grown from five sales per day to 55, demonstrating both the demand for Sonic Dental’s products and the strength of the campaign strategy.
- ROAS increased from 291% to 450%, comfortably exceeding the original performance benchmark.
Perhaps most impressive of all is the brand’s international reach. When Sonic Dental first partnered with Add People, campaigns were running in just three markets. Today, the brand advertises across nine global locations, including major European markets and North America.
This success has allowed the business to expand its product range, develop new technology, and continue investing in innovation.
With strong momentum behind the brand, this growth story is far from finished.
Testimonial
Finally, a word from the client:
“We are now an established brand in multiple worldwide locations. The challenge now, since our ROAS target has been met, is just to keep on expanding and reaching more and more people, which we are confident we can do with Add People.”
Imran Iqbal, owner, Sonic Dental
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