From −1.2× to 4.3× blended ROAS in 90 days.
A DTC home brand had been growing on Meta for two years and watching profitability disappear. We rebuilt the account, the creative engine, and the attribution model around the metric their CFO actually cared about — contribution margin.
Growing on revenue. Bleeding on margin.
On paper, the brand was growing 38% year-over-year. On the P&L, it was losing two dollars for every five it earned.
The brand had built a respected aesthetic and a small loyal base. But the entire growth engine was running on Meta Advantage+ Shopping, and the account had been managed reactively for eighteen months — scaling spend when revenue was good, panicking when it was not.
The reporting their previous agency provided was technically accurate and operationally useless: weekly ROAS screenshots, no view of contribution margin, no creative analysis, and no plan for the platform diversification their CFO had been asking about for nine months.
Rebuild around the right number.
The metric the prior agency optimized for was wrong. We rebuilt the operating model around contribution margin, not last-click ROAS — and engineered everything else to serve it.
- 01
New north star metric
Replaced last-click ROAS with marginal contribution margin per acquired customer, modelled on the brand's real unit economics including returns, COGS, and fulfillment.
- 02
Channel diversification
Mapped out a 12-month plan to reduce Meta dependency from 94% to ~40%, adding Google PMax, YouTube, organic content, and a lifecycle program.
- 03
Creative as the lever
Restructured the creative pipeline to produce 40+ assets per month, tested in matched-market pairs with a documented learning agenda — not vibes.
- 04
Sales-aligned reporting
Replaced the weekly ROAS deck with a single dashboard the CFO could open at 8am Monday and read in 90 seconds. Honest about losses as well as wins.
Fourteen months, sharpened weekly.
No miracle launch. Just a continuous cadence of small, deliberate improvements — most of them invisible to anyone outside the account.
- Weeks 1–2
Account teardown
Full audit of Meta + Google. 41 underperforming campaigns paused. New attribution model deployed.
- Weeks 3–4
Creative pipeline live
New brief format, three new production partners, weekly review cadence with brand team.
- Month 2
Google PMax launched
First Google PMax campaign at 8% of total spend. Hit profitability in week three.
- Month 3
Klaviyo lifecycle rebuilt
Welcome, browse-abandon, post-purchase, and winback flows rebuilt. Lifecycle revenue tripled within 60 days.
- Month 5
YouTube prospecting
Long-form brand video, repurposed into 12 cut-downs. Top-of-funnel CAC dropped 24%.
- Month 8
Meta share at 62%
Diversification target ahead of schedule. New customer revenue up 3.7×.
- Month 14
Steady-state operations
4.3× blended ROAS sustained across three quarters. CFO sleeps at night.
What changed.
The story this case tells is not a 90-day miracle. It is what fourteen months of disciplined operation produces when the work is properly run.
Monthly revenue, 14 months
Engagement begins at Month 3
They told us the truth about our own business in week two. The previous agency had run the account for eighteen months and never said a word about contribution margin. AdWise rebuilt around it. That is the entire difference.