Your ad spend should make you money. Not fund someone else's learning curve.

1. We start with your unit economics, not your ad account

Before we touch a single campaign, we sit down with your numbers. What's your average order value? What's your margin? What's your customer lifetime value? How many orders does the average customer place? Because here's what most agencies skip — if your margins are 60% and your AOV is $85, your break-even ROAS is completely different than if your margins are 30% and your AOV is $200. We model this out beforewe build a single ad. So when we say "we can scale you profitably at 4x ROAS," that's based on math, not hope.

2. We own the full funnel — not just the click

Most agencies optimize for cost-per-click. Cool, you got cheap clicks. But did those clicks buy anything? We optimize for revenue. That means we care about what happens afterthe click — your landing page, your product page, your checkout flow, your post-purchase experience. If your landing page is killing conversions, we'll tell you. If your checkout has a 50% drop-off, we'll tell you. Because driving traffic to a broken funnel is like pouring water into a bucket with holes. We fix the bucket first.

3. Creative testing isn't an afterthought — it's the engine

In 2024 and beyond, creative is the single biggest variable in paid media performance. The algorithm does most of the targeting work now — your job is to give it great ads to show people. We run structured creative tests every single week. Different hooks, different formats, different angles. UGC vs. studio. Problem-aware vs. solution-aware. Short-form vs. long-form. We track which creative concepts drive the most revenue (not just clicks), and we double down on winners while constantly testing new ideas. Most agencies test once a quarter. We test weekly.

4. We report in dollars — not impressions

Every week you get a Loom video walking through your performance. Not a PDF with 47 charts. A human being talking you through: here's how much we spent, here's how much revenue it generated, here's what's working, here's what's not, and here's what we're changing next week. Monthly, we do a strategy call where we plan the next 30 days together. You always know exactly where your money is going and what it's doing.

Where they were

Primal Labs is a sports nutrition brand selling protein powders, pre-workouts, and recovery supplements through their Shopify store. They were doing $85K/month in revenue and spending $22K/month on Meta ads — sitting at a 2.3x ROAS. With their 42% margins, that meant they were losing money on every new customer acquired through ads. Their founder told us: "I know people want this product. I just can't figure out how to make the ads work."

What we did

The audit revealed three big problems. First, they were targeting way too broad — fitness enthusiasts aged 18-55. That pool is hundreds of millions of people, and their algorithm had no signal to work with. Second, they had zero retargeting — everyone who visited the site but didn't buy just... disappeared. Third, all their creatives looked the same: product-on-white-background with "20% off your first order."

We tightened everything. Built custom audiences from their email list (12,000 subscribers who'd never been used for ad targeting), created 1% and 3% lookalikes from repeat buyers, and set up a 3-tier retargeting funnel: site visitors got social proof ads, cart abandoners got urgency + free shipping offers, and past customers got subscription pitches.

For creative, we went hard on before/after transformation content (compliant, real customers), workout routine videos featuring the product naturally, and founder story ads where the owner talked about why he started the brand. We also launched TikTok ads — the supplement space on TikTok was massively underpriced at the time, and we were getting CPMs of $4-6 vs. $18-22 on Meta.

The results

Same ad spend. More than double the revenue. And the best part? The subscription rate for new customers went from 8% to 34% because of the retargeting funnel pushing subscriptions to past buyers. That means their customer LTV skyrocketed, which means they could afford to spend moreon acquisition while staying profitable. That's what a compounding paid media strategy looks like.

Meta Ads (Facebook + Instagram)

Meta is still the king of eCommerce paid media, and it's not even close. The algorithm is insanely good at finding buyers — ifyou give it the right inputs. We use Advantage+ Shopping campaigns as the foundation, feed them high-quality creative on a weekly rotation, and build structured retargeting funnels that move people from awareness to purchase. We also use Meta's Conversions API (not just the pixel) for more accurate tracking — which matters a lot in a post-iOS14 world.

What we typically run: Advantage+ Shopping, dynamic retargeting, UGC prospecting campaigns, catalog ads for product discovery, and founder/brand story campaigns for building trust at top-of-funnel.

Google Ads (Search, Shopping, Performance Max)

Google captures demand that already exists. Someone searches "best protein powder for muscle recovery" — they're ready to buy. That's a very different intent than scrolling Instagram and seeing an ad. We run Google Shopping for product visibility, branded Search to protect your brand from competitors bidding on your name, and non-branded Search for high-intent category terms. Performance Max is good when you've got enough data — we use it strategically, not as a lazy default.

What we typically run: Google Shopping (standard and Performance Max), branded Search, non-branded Search for high-intent keywords, Display retargeting, and YouTube pre-roll for brands with video content.

TikTok Ads

TikTok is where the CPMs are still cheap, the audience is highly engaged, and the creative format rewards authenticity over polish. It's not right for every brand, but for fashion, beauty, supplements, food & beverage, and anything visually interesting — TikTok can outperform Meta on prospecting. The key is native-feeling content. Your TikTok ads should look like TikTok content, not like ads. We brief creators, test hooks relentlessly, and use Spark Ads to boost organic content that's already performing.

What we typically run:In-feed ads with UGC creators, Spark Ads boosting organic content, product demo videos, "TikTok made me buy it" style content, and catalog ads through TikTok Shop integration.