Vision Plus, a Kenyan consumer electronics brand, now sees around 15 to 18 times return on ad spend on its online advertising. The brand drives sales through Meta and Google ads straight to its own website. What changed was not the channels but how the ads were managed and how much good content went into them. Umesh Bhojwani, the founder of Vision Plus, explains it in his own words below.
About Vision Plus
"Vision Plus deals with electronics. We do TVs, audio, home appliances, accessories and wearables," says Umesh. "Predominantly we're driving online sales through Meta ads and Google ads and pushing them directly to our website." Most of that spend went into static and video posts.
The problem: capacity, not channels
Vision Plus already knew where its customers were. The challenge was doing enough, well enough, to make those channels pay. "Generally it was costing a lot on conversion rates, as well as customer lifetime value, to be able to track it," Umesh says.
The brand did not have the people in-house to fix that. "We decided to bring in an agency more because we wanted to build capacity. Internally we did not have that capacity."
His two concerns were specific: "What I was worried about before was the effective management of ads, as well as the amount and quality of content that we were putting out."
What changed
Working with Dane Studio gave Vision Plus a team focused on its paid social and the creative that feeds it. "Through an external agency we were able to get more focus in terms of doing things differently and pushing different content," Umesh says.
For an e-commerce brand, that combination matters. Meta and Google reward advertisers who feed them a steady supply of fresh, varied creative and who manage campaigns closely against sales, not clicks. More content, better managed, gives the algorithms more to learn from.
The results
"Quite recently we've been able to see around 18x, about 15 to 18x, of ROAS on our ads," says Umesh. "We've definitely seen a huge increase, in excess of over 40%, in terms of what we were doing before and now."
| Before | After |
|---|---|
| Ad management stretched across an internal team without capacity | Dedicated focus on managing Meta and Google campaigns |
| Limited volume of content | More, and different, content going into the ads |
| High cost on conversion and hard to track lifetime value | Around 15 to 18x return on ad spend |
What the founder would tell other brands
"I would recommend Dane Studio in terms of what they bring to the table. That's different," says Umesh. "So if your focus is around conversions, just bringing in sales, sales, sales, and you need help figuring out the funnel, then yes, definitely get in touch with Dane Studio."
Lessons for e-commerce brands in Kenya
- Capacity is often the real constraint. Many brands know which channels work but lack the people to run them properly.
- Content volume drives ad performance. Fresh static and video creative gives Meta and Google more to test and learn from.
- Measure sales, not clicks. Judge campaigns on return on ad spend and cost per sale, and track customer lifetime value where you can.
- Send buyers to a site you control. Driving ads to your own website lets you own the customer data and the checkout.
If you run an e-commerce brand and want to see what this could look like for you, see more results on our work page or ).