A fast-growing supplements brand watching CAC climb every quarter while their agency reported record ROAS. We restructured the account around margin, rebuilt the creative testing cadence, and fixed the reporting that was hiding wasted spend.
Growth had been bought, not built. The account chased platform-reported ROAS, so budget flowed to retargeting and brand terms that would have converted anyway. Prospecting was starved, creative was refreshed maybe once a quarter, and every iOS update made the reported numbers look better than the bank balance. CAC had risen 40% in a year.
This is the shape of our paid media work: margin first, creative as a system, honest numbers.
We rebuilt campaigns around contribution margin per product, not platform ROAS. Brand and retargeting were capped and measured as incrementality, not volume.
A weekly testing cadence with clear kill and scale rules. Hook rates, hold rates and thumb-stop ratios decided what lived, not opinions.
We reconciled platform reporting against actual revenue so every decision started from numbers the finance team would sign off.
Budget followed the tests that won, so spend grew only where acquisition cost held.
We take on five new clients per quarter. Show us the account and we will tell you honestly where the waste is, before we talk about working together.
We take five new clients per quarter. Apply for a free audit and we'll tell you what we'd do first.