Who we help · E-commerce and DTC
We help online brands acquire customers profitably with Google Shopping and Performance Max, Meta creative testing, custom media and better product pages, measured against contribution margin and repeat purchase rather than platform ROAS alone.
What's different
In Shopping and Performance Max, product titles, images and attributes decide which searches you appear for and how the ad looks. Feed quality is a performance lever, not an admin task.
A blended ROAS target treats a 70% margin product and a 20% margin product the same. Grouping products by margin and bidding to profit keeps growth from quietly eroding it.
If customers reorder, you can afford to pay more to acquire them, sometimes much more. Repeat purchase and refund rates change what a good acquisition cost looks like.
As spend grows on Meta and TikTok, ads tire faster. Brands that scale well build a steady production rhythm, not a one-off shoot.
Sales, launches and seasonality move results more than most campaign changes. We plan tests around the calendar so promotions don't get mistaken for optimization.
What we do
Feed improvements, margin-based product groups, brand exclusions and separate reporting for automated campaigns.
Concept-led testing across UGC, demonstration, comparison and offer angles, with catalog ads where they help.
Structured tests on TikTok, YouTube, Pinterest, creators or publishers when the audience is there.
Message-matched landing pages, clearer product pages, and fewer steps to checkout on mobile.
Blended efficiency, new-customer acquisition cost, contribution margin and repeat purchase alongside platform data.
Creative in practice
Campaign creative our team produced, set up as structured tests for this kind of business.
Angle test
Most products have several buyers with different reasons. Finding the reason that converts is worth more than polishing the ad.
Format test
Format diversity fights ad fatigue and gives the delivery system genuinely different creative to work with.
Numbers we watch
Definitions, not promises. Targets for each depend on your margins and model.
FAQ
It's a useful in-platform signal but a poor master target. Platform ROAS ignores margin differences between products, double-counts sales across channels and says nothing about repeat purchase. We set targets from contribution margin and new-customer economics, then translate them into platform targets.
Often both, for different jobs. Performance Max can find incremental reach across Google's inventory, while Standard Shopping gives more control and clearer reporting. We decide based on feed quality, conversion volume and how much visibility you need.
Compare Meta's reported purchases with blended results and new-customer counts over time, and when spend allows, run a holdout or lift test. Post-purchase surveys add a useful signal for channels that influence people without a direct click.
Share your goals, your channels and roughly what you spend. We'll reply with an honest view of where we'd start, or tell you if we're not the right fit.