Selected Work

The Work, With the Numbers Left In.

Every project starts with a real business problem. Here's what we found, what we changed, and what happened next.

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Four problems. Four fixes.

Each row opens the full breakdown below: where the numbers started, what we changed, and what moved.

  1. Industry: E-commerce & D2CUnited States Challenge: “Ad spend kept climbing. Profit didn't.” Channels: Google Ads + Meta Ads Headline result: 3.8xReturn on ad spend, up from 2.1x
  2. Industry: HVAC / Plumbing ServicesUnited States Challenge: “We were paying for calls that never became jobs.” Channels: Google Ads + Local SEO Headline result: −41%Cost per booked job in the first 90 days
  3. Industry: SaaS & TechnologyUnited Kingdom Challenge: “Blog traffic was growing. Demo requests weren't.” Channels: SEO + Content Marketing Headline result: +118%Organic demo requests, year over year
  4. Industry: HealthcareAustralia Challenge: “Plenty of clicks, too few booked appointments.” Channels: Google Ads + Landing pages Headline result: +67%Booked appointments at the same monthly budget

Case study reports

Case study 01 · Direct-to-consumer home fitness brand

Blended ROAS from 2.1x to 3.8x in six months

Industry
E-commerce & D2C
Market
United States
Channels
Google Ads, Meta Ads, Conversion tracking
Timeframe
6 months
Blended ROAS
2.1x3.8x+81%
Cost per acquisition
$64$41−36%
Site conversion rate
1.9%2.7%+42%

01Client

A US direct-to-consumer brand selling home fitness equipment online, spending around $38,000 a month across Google and Meta. Success was measured on blended ROAS and contribution margin, not platform-reported sales.

02Challenge

“Ad spend kept climbing. Profit didn't.”

Both ad platforms were reporting healthy returns, but the bank account didn't agree. Spend had risen 40% over the previous year while revenue from paid channels was roughly flat, and nobody could say which campaigns were actually paying their way.

03Starting point

Tracking was the first red flag. Google Ads and Meta were each claiming many of the same purchases, so reported ROAS looked far better than the real, blended figure.

Blended ROAS
2.1xMonthly average
Cost per acquisition
$64Across both platforms
Ad spend
$38,000Per month

04Strategy

Fix the measurement first, then move money. Scaling on double-counted data would have scaled the wrong campaigns.

  • Rebuild tracking so every sale was counted once, then judge campaigns on blended ROAS
  • Split Shopping and Performance Max by product margin, not by category
  • Treat Meta creative as the main lever and test it on a fixed monthly cycle

05Channels

  • Google Ads
  • Meta Ads
  • Conversion tracking

06What we changed

  1. Set up Meta Conversions API and deduplicated purchases in GA4, so both platforms reported against the same sales.
  2. Separated high and low-margin products in Performance Max. Low-margin products had been taking 31% of spend.
  3. Replaced four long-running static ads with a monthly test of twelve video and UGC creatives.
  4. Rebuilt the three highest-traffic product pages with shipping, returns and reviews above the fold.

07Results

Results for case study 01
MetricBeforeAfterChange
Blended ROAS2.1x3.8x+81%
Cost per acquisition$64$41−36%
Site conversion rate1.9%2.7%+42%
Monthly revenue from ads$79,800$144,400+81%
Blended ROAS by month
Monthly figure
  1. Start2.1x
  2. M12.0x
  3. M22.4x
  4. M32.9x
  5. M43.2x
  6. M53.5x
  7. M63.8x

08Key learning

Half the “wasted” spend wasn't wasted. It was being counted twice. Fixing tracking changed which campaigns looked like winners.

09Next step

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Working with businesses across the USA, UK, Australia and Canada from Mohali, India.