Rebuilding paid acquisition for an online brand.

Business context

A direct-to-consumer brand selling through Shopify, relying mainly on Meta for new customers. Growth had plateaued: increasing budget raised acquisition costs faster than it raised sales.

The challenge

• Fragmented campaigns competing for the same audiences
• A small number of ads carrying most of the spend, with no testing plan
• Purchase events under-reported, so the platform optimised on incomplete data

Strategy

Fix measurement first, then simplify. Consolidate campaigns so the algorithm had enough signal, separate prospecting from retargeting, and give creative a structured testing roadmap built around customer motivations and objections.

Execution

• Audited and repaired Meta Pixel and Conversions API purchase events
• Restructured the account into a simpler prospecting and retargeting set-up
• Launched creative tests on hooks, angles and formats in defined rounds
• Reviewed product page experience for paid traffic

Measurement

Primary KPIs: blended cost per acquisition, return on ad spend and new-customer revenue. Platform-reported figures are cross-checked against Shopify orders to account for attribution differences.

This approach in practice

See how this approach performed for real eCommerce brands: $500K revenue at 3.3x ROAS from Meta Ads and 3x ROAS from Google Shopping.

Lessons

Scaling problems are often signal problems. Accurate conversion data and a simpler structure usually need to come before more budget or more ads.