Ecommerce · Performance Growth — 6 months
D2C Consumer Brand
3.8x
Blended ROAS
-41%
Customer acquisition cost
+27%
Conversion rate
+156%
Revenue from paid
01 — Challenge
Where it started
Ad accounts had grown organically into a tangle of overlapping campaigns. Attribution was unreliable, budgets followed habit rather than data, and ROAS had drifted below breakeven.
02 — Strategy
The approach
Rebuild the account architecture around the customer funnel, fix conversion tracking first, then reallocate budget toward the campaigns and audiences that actually produced margin.
03 — Execution
What was done
- Full account restructure (Search, Shopping, PMax, Meta)
- GA4 + server-side tracking fix
- Funnel-based campaign architecture
- Creative testing framework
- Weekly optimisation cadence
- Budget reallocation model
04 — Results
What changed
Within two quarters the account moved from below breakeven to consistently profitable, with tracking the leadership team could trust.
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