Real accounts. Real operating experience.

Challenge

A growing D2C apparel brand had strong demand but paid social was plateauing — creative fatigue, rising CPMs and no structured testing meant every scale attempt eroded margin.

Strategy

Rebuild the account around a creative-testing operating system: structured concept testing, audience layering and budget allocation tied to contribution margin rather than platform ROAS alone.

Execution

Full-funnel Meta campaign architecture, catalogue-led retargeting, and a weekly creative iteration cycle across hooks, formats and offers.

Testing

385 campaigns tested across selected accounts — hooks, angles, formats, audiences and offers — with winners promoted into dedicated scale structures.

Performance

6.8X average purchase ROAS in selected e-commerce experience, with campaigns scaled past $150K in monthly paid-social budgets.

Key Learning

Sustainable scale comes from the creative system, not from a single winning ad.

Challenge

A nutrition brand with a wide SKU range couldn't identify which products deserved paid investment — spend was spread thin and nothing compounded.

Strategy

SKU-level testing framework: isolate products with the strongest signal, build creative around proven hooks, and concentrate budget behind verified winners.

Execution

Meta full-funnel campaigns with structured prospecting and retargeting, disciplined naming conventions and daily performance review.

Testing

Rapid creative and offer testing across the catalogue, with strict kill criteria to stop waste early.

Performance

Top campaign ROAS of 14X+ in selected account experience, with multiple SKUs reaching sustained profitable scale.

Key Learning

Concentration beats coverage — most revenue hides in a handful of SKUs.

Challenge

A US healthcare group needed patient lead generation across many specialties — where lead quality, qualification and compliance-aware messaging matter as much as CPL.

Strategy

Move measurement beyond CPL: track cost per qualified lead, appointment rates and specialty-level economics, then allocate budget accordingly.

Execution

55+ specialty campaigns with dedicated landing experiences, lead qualification flows and tracking through Meta Pixel and Conversions API.

Testing

Continuous testing of messaging, qualification questions and destination experiences per specialty.

Performance

Sustained $120K+ in monthly ad spend on the account while maintaining qualified lead flow across specialties.

Key Learning

In lead generation, the cheapest lead is rarely the most profitable one.

Challenge

A mature e-commerce brand operating in a competitive regional market faced rising acquisition costs and diminishing returns from existing structures.

Strategy

Market-level budget allocation, refreshed creative angles per region and tighter funnel measurement to protect blended profitability.

Execution

Restructured campaigns per market with localised creative and landing experiences, plus analytics-led budget reviews.

Testing

Ongoing creative and audience testing adapted to each market's response patterns.

Performance

Held 2.0–2.7X purchase ROAS across selected international e-commerce experience in a mature, competitive market.

Key Learning

Mature accounts grow by protecting economics first and scaling second.