Case study / E-commerce
Scale revenue while protecting contribution margin.
Overview
The situation.
This store had proven it could sell—the question was whether it could grow without giving the margin back. Every time spend increased, returns on ad spend fell, and one-time buyers rarely came back for a second order.
The account relied on a handful of winning ads that had been running for months. Audiences were saturated, creative fatigue was setting in, and the product feed hadn't been touched since launch. Email existed only as a monthly newsletter, so nearly all revenue depended on paid traffic finding new customers.
At a glance
- Industry
- E-commerce
- Campaign
- Meta Ads prospecting + Performance Max + lifecycle email.
- Focus
- Scale revenue while protecting contribution margin.
Brief
The engagement at a glance.
Client
Sample Client C
Industry
E-commerce
Challenge
Scaling spend reduced profitability and repeat purchases were low.
Objective
Scale revenue while protecting contribution margin.
Strategy
Structured creative testing · Feed optimization · Post-purchase email flows
Creative
UGC-style video and product-in-use statics.
Campaign
Meta Ads prospecting + Performance Max + lifecycle email.
Funnel
- 01Ad
- 02Product page
- 03Cart
- 04Purchase
- 05Repeat
Approach
How we tackled it.
The first month stabilised measurement and rebuilt the feed. Creative testing ran in weekly rounds from month two, with winners graduating into the scaling campaigns. Email flows launched in parallel, and by month three repeat revenue was meaningfully contributing to blended returns—giving the paid campaigns room to scale into.
Structured creative testing
A weekly testing rhythm separated hooks, formats and offers, so every round produced a clear learning instead of a guess.
Feed and Shopping hygiene
Titles, images and attributes were rebuilt around how people actually search, improving both Shopping and Performance Max efficiency.
Post-purchase flows
Welcome, post-purchase and win-back email sequences turned one-time buyers into repeat customers, raising the value of every order the ads produced.
Results
Performance over time.
Illustrative campaign figures—not actual client results, forecasts or guarantees.
+62%
Revenue
3.8x
ROAS
+21%
Repeat rate
Qualified leads trend
Monthly conversions
Learnings
What we learned.
- → Creative volume drove scale.
- → Email retention improved blended efficiency.
Takeaways for your business
- ✓Scaling problems are usually creative-volume problems in disguise.
- ✓Retention revenue is what makes aggressive prospecting affordable.
- ✓A clean product feed is unglamorous and consistently profitable.
Questions
Questions about this kind of engagement.
How much creative volume does this need?+
Enough to test weekly—typically four to eight new concepts a month, mixing video and statics. The discipline of the testing rhythm matters more than any single ad.
Why did email matter to ad performance?+
Repeat purchases raised customer lifetime value, which raised the return target the ad account could profitably chase. Retention and acquisition reinforce each other.
What was the first thing fixed?+
Measurement. Until revenue and margin signals were trustworthy, every other decision was guesswork.
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