SPYLT is a Utah-based beverage company, founded in 2022, that makes caffeinated protein milk in cans, each with 20 grams of protein and no sugar. It sells on Amazon, TikTok Shop and Walmart.com, and in stores like Target and Kroger.
In spring 2026, SPYLT’s team went looking for a partner that could bring in Amazon shoppers who had never heard of the brand.
Laurence was that partner.
SPYLT’s Amazon ads mostly reached brand-aware shoppers
Before Laurence, an agency ran SPYLT’s Amazon ads. Its bids were cautious, and only three of SPYLT’s eight flavor lines ran on non-branded searches. The rest showed up only when a shopper searched for SPYLT by name, which left out most of the shoppers a young brand needs to reach.
SPYLT measures Amazon by the whole store
SPYLT doesn’t judge its Amazon ads by ROAS, which pulls money toward branded searches that win no new customers. It measures total store revenue on Amazon instead, with a ceiling on TACOS, the share of that revenue spent on ads. Each week, the two teams review one scorecard: store revenue, ad spend by type of search, non-branded ad sales and best seller rank.
Specifically, SPYLT needed a partner that could:
- Put every flavor in front of new shoppers. Each flavor, the Max line and the bundles needed non-branded searches of their own.
- Grow the whole store inside a TACOS ceiling. Ad spend had to show up in total store revenue, paid and organic.
- Launch new flavors fast. Each new flavor needed ads running the day it went on sale.
- Keep up through a rebrand and Prime Day. New cans arrived the week before Prime Day.
Laurence took on all four, starting with a trial.
SPYLT started with a 30-day trial
The trial went live on May 18, 2026, across SPYLT’s whole catalog. Within three days, spend had moved off broad searches like “snacks” and “milk” and onto searches for each flavor, plus caffeine searches for Max. SPYLT stayed on after the trial, and Laurence has run every flavor launch since.
Laurence ran every bid against the whole store
From the first day, Laurence ran SPYLT’s ads against store revenue and the TACOS ceiling. The work fell into five parts.
A rebrand with no gap in coverage
When SPYLT’s new cans arrived in mid-June, Laurence moved its Sponsored Brands videos and logo to the new design with no gap. That week, SPYLT rose from 19th to 15th among Amazon’s best-selling protein drinks, and Cookies & Cream earned Amazon’s Overall Pick badge.
A plan for Prime Day
On Prime Day morning, CPCs were up 50 percent but CVR only 15 percent, so Laurence raised bids by just 15 to 20 percent. By late morning, CVR was up 50 percent on CPCs up 20 percent, and Laurence pushed harder. With SPYLT’s own deals running, daily Amazon sales over the four days doubled against the month before, and non-branded ad sales rose 56 percent.
Campaigns ready for each new flavor
For the Banana launch in July, Laurence picked 30 searches and nine competitor listings to target, with budgets sized to SPYLT’s 10,000 units of stock. With SPYLT promoting it everywhere, Banana sold 1,039 units in its first full week. Maple Donut followed in September and ran at a 9.8 percent TACOS on its first full day.
Listings written from ad data
In late July, Laurence rewrote each flavor’s title and bullets from the searches that sold it.
People behind the models
Laurence’s models set the bids, and its team reviews the work, going through the scorecard with SPYLT’s team every week and working with them day to day in Slack.
“Working with Laurence as our Amazon Advertising Partner has been INCREDIBLE for us at SPYLT. Their team is quick to respond, communicate, react, and execute: they excel in speed and learning,” said Jones.
“In our competitive category they have provided valuable insights on how to play in this space, as well as handle the top-of-class execution so it’s hands-off on our end!”
SPYLT now runs more of its Amazon business with Laurence
Since the trial, SPYLT has added Amazon DSP, run on Laurence’s own seat, and a dashboard that ties its Meta spend to Amazon sales. Laurence has launched every new flavor since Banana, most recently Mint Chip in November.
“They are constantly launching new features/products that are exactly what Amazon Sellers need to succeed and we love being first to test their offerings as they are super responsive to feedback and adapting to our needs,” said Jones.
