Key Takeaways:
- A small family-owned cleaning brand uncovered a $45,000 monthly ad spend leak that was hiding in plain sight.
- By analyzing channel overlap between Shopify and Amazon, they discovered a strong halo effect (0.76 correlation) between Meta ads and Amazon sales.
- The business scaled Meta ad spend from $500/day to $7,000/day profitably, even after Meta’s Andromeda update disrupted ad performance across the platform.
Introduction: The $20,000 Problem That Sparked a Breakthrough
Meet Clean-eez, an American family business selling cleaning supplies on Amazon and Shopify.
By early 2025, their best-selling product, Grout-Eez, was still moving units, but the business was bleeding $20,000 per month.
Nine months later, they hit their highest revenue days ever while spending $7,000 a day on Meta ads profitably, and they did it by cutting Amazon ad spend in half.
Here’s how Clean-eez found and fixed a $45,000 monthly leak that almost destroyed their company.
The Perfect Storm: When “Good” Performance Still Loses Money
Clean-eez had all the signs of a thriving DTC brand.
- Hero product: Grout-eez (a top seller in its category).
- Multi-channel presence: Amazon + Shopify.
- Dedicated agency managing Amazon ads.
- Retargeting campaigns on Meta.
But by late 2024, the business wasn’t adding up.
Sales were steady, but profits were gone.
Key insight: The team was evaluating each marketing channel in isolation.
Amazon looked healthy, Shopify seemed fine, but together, they were draining profit.
When Clean-eez joined Smart Marketer’s Mentor Table Mastermind in early 2025, the first step was to map their true unit economics across channels.
That’s when we found something remarkable.
The Shopify Breakthrough: Discovering the Halo Effect
For years, Shopify had been an afterthought, just 20% of total sales.
But the data told a different story: every new Shopify customer was also lifting Amazon sales.
This is what we call the Halo Effect, where ad spend on one platform indirectly drives revenue on another.
By tracking this relationship, we found that Clean-eez’s Meta ads weren’t just selling on Shopify, they were fueling Amazon growth too.
Data correlation:
? Correlation coefficient: 0.76
?? For every $1 increase in Facebook ad spend, Amazon revenue rose by $0.70.
That meant Clean-eez could afford to break even on Shopify (1.3x ROAS) while making real profit on Amazon.
The Campaign That Made It Happen
We simplified everything:
- 1 campaign targeting broad audiences.
- 4 ads, all focused on transformation visuals (“before & after”).
- Strong landing page messaging:
- Headline: “Bring Your Tile & Grout Back to Life with Grout-Eez.”
- CTA: “Make my floors look new again.”
- 3.5% conversion rate.
- Headline: “Bring Your Tile & Grout Back to Life with Grout-Eez.”
This campaign structure, combined with smart landing page optimization, doubled daily ad spend and restored positive returns.
But even as revenue climbed, the P&L showed losses.
The problem wasn’t ad performance. It was something else entirely.
The $45,000 Leak: Where Profit Was Disappearing
When we dug into Clean-eez’s Amazon ad reports, we discovered the real issue:
The agency was overspending massively without driving incremental results.
Here’s how it looked:
| Month | Amazon Revenue | Ad Spend | Blended ROAS |
| January | $180,000 | $60,000 | 3.0 |
| March | $220,000 | $80,000 | 2.7 |
Amazon revenue rose 22%, but ad spend jumped 30%, and efficiency dropped.
Why?
Because the agency was reacting to total sales increases (caused by Meta ads) by increasing Amazon ad spend unnecessarily.
When Clean-eez took over management, they cut ad spend from $80,000 ? $35,000/month — with no loss in sales.
That’s $45,000 per month saved, or $540,000 per year in hidden waste.
Once the leak was plugged, the business was finally profitable again.
The Andromeda Update: From Crisis to Comeback
In August 2025, just as profitability returned, Meta launched its Andromeda update — a full rebuild of its ad delivery system.
Andromeda:
- Eliminated small audience targeting (<1M).
- Prioritized creative diversity over audience precision.
- Penalized overlapping campaigns.
- Rewarded broad targeting with better CPMs.
Clean-eez’s ad performance tanked.
CPMs jumped from $22 ? $28, and ROAS fell from 1.5 ? 1.1.
Instead of patching old campaigns, Ryan (Clean-eez cofounder) started fresh.
The Post-Andromeda Structure That Worked
- 2 CBO Advantage+ Shopping Campaigns.
- 20–30 distinct ad concepts (not variations).
- Focus on creative diversity: problem-solution, testimonial, founder story, product demo.
Within 9 days, results flipped:
- ROAS: 1.06 ? 1.8
- Daily ad spend: $1,800 ? $7,000 (profitably)
By late September, Clean-eez hit three record sales days in a row.
And the system they built under pressure became their long-term growth engine.
The Clean-eez Playbook: 5 Lessons for Every Ecommerce Brand
1. Channels Don’t Exist in Isolation
Your Meta ads influence Amazon sales (and vice versa).
Track them together — or risk making expensive decisions in the dark.
2. Success Can Hide Massive Problems
A campaign that “looks good” can still be unprofitable when you zoom out.
Measure ROI across the entire funnel, not per platform.
3. Adaptation Beats Optimization
Algorithms change constantly. Those who adapt fastest win.
Ryan didn’t fight Andromeda—he rebuilt for it.
4. Simplicity Scales
The best-performing campaign structure in 2025?
Few campaigns. Broad targeting. Diverse creatives.
5. Profit Requires Perspective
Clean-eez wasn’t saved by one trick — they were saved by zooming out, connecting data, and staying resilient when everything broke.
The Bottom Line: Profit Comes from Perspective
Clean-eez went from losing $20K/month to record-breaking profit days — not through hacks, but through clarity.
They learned to:
- View marketing holistically (Shopify + Amazon).
- Eliminate agency-driven inefficiency.
- Rebuild strategy around Meta’s new reality.
The result?
A business that’s more profitable, more resilient, and more adaptable than ever.
If you’re not analyzing cross-channel impact, you’re flying blind.
Your “best” campaigns might be masking your biggest leaks.
