Most agencies optimise a
number that is not profit.

We start with your margins, not a pitch deck. Before any campaign is touched, we establish what each part of your business actually contributes and build the measurement to keep that visible. Most brands we take on have never had this done, which is why their reporting and their bank balance tell different stories.

• Profitability analysis by product category, after cost of goods, shipping, fees and returns
• Full audit of existing accounts, structure, bidding and wasted spend
• Competitive and market research in your category
• Contribution margin and FOCM tracking built into GA4
• A measurement baseline everyone agrees on before anything changes

With the foundation set, we rebuild the system. Campaign architecture organised by funnel role rather than platform default, so each channel has a defined job and a defined success criterion. This is where most of the visible work happens, and it is deliberately unglamorous.

• Campaign architecture rebuilt around funnel roles, not platform templates
• Creative testing engine with a defined cadence rather than ad-hoc briefs
• CSS integration to reduce Shopping click costs
• Lifecycle and retention automation wired to acquisition economics
• Conversion fixes so paid traffic stops leaking on site

Once the system holds under load, we push it. Scaling is where the first two phases pay for themselves, because a brand with clean measurement and sound architecture can absorb budget that would break a fragile one. The research from Phase 01 stays active as your market moves.

• Creative testing cycles that keep the auction supplied
• Audience and geography expansion against margin, not ambition
• New channels added only when the existing ones are saturated
• Budget scaled against contribution, with a defined ceiling
• Quarterly re-analysis as your category and costs shift