Ecommerce PPC management that answers to your P&L
Paid media for DTC and ecommerce brands, backed by the analytics that prove it is working. Profitable scale, not vanity scale.
$500K to $4.8M in revenue for a consumer goods brand, scaled profitably. Managed to a P&L every week, never pushed past the point where the next dollar of spend stopped paying for itself.
Scaling spend is easy. Scaling profit is the job.
Google and Meta will happily push you to spend more, and on the metrics they choose to show you, it will look like it is working. Right up until the margin of diminishing returns starts quietly eating your profit. The platforms optimize for their revenue. Profitable scale means someone is optimizing for yours, and proving it with numbers the platforms do not hand you.
How the work actually runs
Measurement before media
Garbage in, garbage out. Before a dollar gets optimized, the tracking has to be right: platforms, audiences, campaigns, assets, and conversions through to the landing page. Then attribution on top of it, to separate what drives an immediate first purchase from what brings in new customers worth keeping. A general feel for performance is not something you can plan against.
Hypotheses, not hunches
Measuring is half the job. The other half is testing with enough rigor to trust the result, sometimes to a statistical confidence level, and knowing when to call it. How long to run a piece of creative, a message, or an entire platform before you cut it is a decision most accounts get wrong. I build the hypothesis, test it, and if it does not perform, I cut it and move on.
One KPI does not fit all
A single blended cost-per-conversion target hides more than it shows. After establishing customer LTV through cohort analysis, I set a separate acceptable CAC for new customers, then an acceptable CAC by source and medium. Channels that look expensive on a blended number are often the ones bringing in your most valuable customers. The reverse is just as true.
Managed to a P&L, weekly
Even when no one is asking for it, every dollar of spend, cost, and value received gets tracked, with ROAS and ROI calculated across the account. Goals shift as a brand moves from startup to funded to growing to mature, so the financial picture has to be accurate and current, not a quarterly look back. That is the line between scaling spend and scaling profit.
Who this is for
Built for DTC and ecommerce brands past the question of whether anyone is buying and into whether they are growing profitably. Often on Shopify, usually running Google and Meta, sometimes more. Startup proving a model, funded brand under pressure to scale efficiently, or mature operation defending margin: the work adapts to where you are.
If you want paid media run by the person who also owns the numbers, let's talk.
Get in touch