Fizzy Whiz | Castle


Fizzy Whiz is an online retailer selling a vast range of wholesale supplies such as fragrance oils, mica pigment powders, dyes, essential oils, wax and much more for people to make their own beauty, bath and body products at home. They mainly supply to small business owners who create their own candles, wax melts, bath bombs, soaps, shampoos and conditioners, cleaning products etc.

The client came to Castle looking for help maximising their sales and achieving consistent growth through ads. To do this, they first needed a new and improved website with better functionality and usability for a better user experience to increase conversions. They then wanted help with their email marketing campaigns and running social and Google ads to target new audiences and maximise sales.


To improve the site functionality for users and maximise conversions, we designed and developed a brand-new Shopify store for Fizzy Whiz. Previously, they were on WooCommerce, but we built a new site for them on Shopify as it had much better functionality for them as an eCommerce brand.

We focused on improving the UX on the new site, so it had a much cleaner design and was far easier to navigate. An improved navigation bar and product filtering system made it much easier for customers to find what they were looking for, and quicker for them to checkout. The site also had a much faster loading time and better usability, with cross-selling functionality installed to encourage further sales.

After we made the necessary site improvements and launched the new website, we focused on generating more sales by increasing awareness through targeted Facebook and Google ads. We also manage their email marketing, which encourages customers to repurchase, increasing the returning customer rate on the site and maximising sales without extra spending.


Last month, sales increased by 82% month-on-month, while sessions increased by 41%. Our site improvements have led to a 24% increase in conversion rate in the past month, which is why sales increased twice as much as the sessions did.

Screenshot of the Shopify dashboard showing performance in May on Fizzy Whiz site.

Targeted social ad campaigns

We set up several social ad campaigns on Meta to promote Fizzy Whiz and its products to a larger audience. For these ad campaigns, we have several different strategies. One is targeting those who are tired of the 9-5 grind and want to start their own small business or ‘side hustle’ to make extra money. These ads promote products like the starter kits, which allow people to make their own products from scratch at home, and the assessments, which allow people to legally sell their products in the UK/EU. This then follows with access to supplies where people can continue to order products needed for their business.

We use a variety of creatives, including static ads showcasing specific best-selling fragrance oils and different products, as well as videos showing what’s in the kits and how to make your own products with them, demonstrating how easy it is for people to use these kits at home. The ads across the account perform extremely well, with an average 10.41:1 ROAS on the account.

Screenshot of the Facebook ads dashboard showing ROAS of Fizzy Whiz campaigns

We test the ads across different audiences to see which audience performs best and continually refine the ads to ensure the best possible results. Fizzy Whiz has a large community on Facebook which is an extremely engaged audience. We use this group to help inform our targeting, using it to create lookalike audiences so we can target more people with similar interests, who are likely to purchase from Fizzy Whiz.

We have also set up an engagement ad to drive people to join the Fizzy Whiz community on Facebook, as this is a highly engaged group and a high-intent audience, and increasing it allows us to build a wider audience of people they can consistently market to. People in this group enjoy exclusive offers and are first to know about new products and discounts. This ad has helped to increase the community from 18,000 to 21,000 people in just 8 weeks, driving more new users to the Fizzy Whiz site. In the last 60 days, Google Analytics reports the site has had 37,000 new users.

Screenshot of Facebook ads dashboard showing the ROAS of best-performing ads on Fizzy Whiz page.

On each ad, we test the ad copy, inputting 5 different variations and test the hooks, again inputting up to 5 variations, and then let Facebook’s AI push the most effective copy and hooks alongside the creative, for the best possible results. Below are some of the top-performing ads in different campaigns, where we have tested different audiences and ad copy to see which are most effective.

We set up manual ads, as well as Advantage+, and conduct thorough A/B testing to ensure the best possible ROAS and CPA. We have found through consistent testing that video ads work better for selling the kits and static ads work better for fragrance oils.

The how-to style videos perform well, as they show how easy it is for people to make their own products at home that they can sell and this appeals to the people we are targeting. This ad, promoting the 6-in-1 cleaning kit, is performing at an 11.40:1 ROAS.

A screenshot of the Fizzy Whiz social ads for the the 6-in-1 cleaning kit.

Another how-style video promoting the bath bomb kits is performing at a 16.86:1 ROAS.

Screenshot of Fizzy Whiz Facebook ad and performance for the bath bomb kit.

Another high-performing style of ad we have created for Fizzy Whiz is static ads promoting specific products such as best-selling fragrance oils. We picked the most popular scents and designed eye-catching static creatives showcasing the scent, its USPs, and all the products it can be used to make. The examples here of these static ads are performing at a 14.96:1 ROAS and 15:01:1 ROAS, respectively.

Our social ads have led to a 65% increase in sales through social over the past 7 days, and a 135% increase in sales through social last month.

Screenshots of a static Facebook ad for Fizzy whiz advertising Vacay Vibes fragrance oil.

High-performing Google ads campaigns

To drive more people to the Fizzy Whiz site and to generate increased sales, we set up pay-per-click campaigns on Google. These ads have been very successful in generating increased revenue, as year-to-date, they’ve run at a 9.65:1 ROAS.

These campaigns include performance max shopping campaigns which display Fizzy Whiz products in the Google Shopping bar when people search for relevant products as well as display campaigns that retarget customers across different sites with static and video ads promoting Fizzy Whiz once someone has interacted with the Fizzy Whiz brand. We have also set up search campaigns that ensure the Fizzy Whiz site displays at the top of search engine results pages when people search for their brand or other relevant search terms or specific products.

A screenshot of the Google Ads dashboard showing the ROAS on the campaigns for Fizzy Whiz.

Email marketing

Email marketing is another area we manage for Fizzy Whiz, which performs well for the client. In May, we saw a 269.55% increase in sales through email compared to the previous month. This included a 145.67% increase in click-through rate and a 6.07% increase in open rate. The following month’s open rate increased by a further 56.98% and the click-through rate increased by 309.89%.

We have spent months building up the database for this client and implemented automatic flows that customers enter into based on their interactions with the brand. For example, we have implemented abandoned basket emails that automatically get sent out at set points when people go to checkout but don’t purchase. These emails remind the customers they have products in their basket and encourage them to checkout now before they sell out to recover potential abandoned sales. There are also welcome flows for customers when they sign up for the mailing list, providing them with a discount to encourage them to make a purchase.

We’ve designed all email campaigns and A/B tested designs, copy, subject lines and preview text to find the best-performing emails. The strategy we have implemented across email builds excitement for new product releases, pushes discounts and offers and incentivises customers to purchase through the offer of free gifts and competitions.

Screenshot of the email performance for Fizzy Whiz in May.

Enhancing returning customer rate

Our email marketing campaigns have helped to increase returning customer rate across the site. We use email to upsell products to customers who have purchased from Fizzy Whiz. For example, for those who have purchased kits, we can then upsell the required assessment to be able to sell the products legally and the supplies needed to continue making these products. This is a great way to generate more revenue consistently from customers and increase the returning customer rate.

We also regularly run competitions and giveaways for customers through email, encouraging them to purchase to receive a free gift or to be entered into a prize draw to win a huge prize. This incentivises customers to make a purchase as they know they’re getting something for free or could win something for purchasing, and so these emails really help to drive sales.

As a result of our email marketing efforts, combined with effective retargeting ads, the returning customer rate on the site has increased by 34% in the past 90 days.


Other Projects

Fizzy Whiz


Fizzy Whiz is an online retailer selling a vast range of wholesale supplies to small businesses to make their own bath, body and cleaning products. They came to Castle looking for help maximising their sales and achieving consistent growth through ads.



Geepas is a global brand selling a wide range of electrical, homewares, kitchenware and beauty/personal care appliances. They came to Castle looking for help to maximise conversions through their eCommerce store, as well as wanting help to run ads to drive more traffic to their site and increase sales.

Nicholas Charles Fragrances


Nicholas Charles Fragrances is an online brand offering fragrances inspired by designer scents for an affordable price. They came to Castle looking for help to grow their business. They wanted to maximise sales through their eCommerce website through ads, which would increase their brand awareness, maximise conversions on the site and achieve a good return on investment.

Book an Appointment


11 red flags to look out for when hiring a marketing agency

Don’t get stung by bad agencies, here are some red flags to look out for to help you avoid making a decision you’ll seriously regret.

Read more


Battle of the bots: Which AI-powered chatbot is the most effective tool for digital marketers?

Our digital marketing experts test out the three major AI-powered chatbots - ChatGPT, Bing and Bard - to see which is worth using right now.

Read more


Castle International help Swan to launch the world’s first Alexa kettle

Castle International have helped our long-standing client Swan to successfully launch the world’s first Alexa kettle. Swan are one of the UK’s best-loved and most innovative homewares brand, with a long history of releasing revolutionary appliances – including the very first electric kettle all the way back in 1933. The…

Read more