Media
Paid Acquisition Managed Against Business Economics
Performance marketing should be judged on what it contributes after costs, not on platform-reported ROAS alone. We manage paid channels against acquisition cost, new customer share and contribution margin.
The problem we usually find
- Platform-reported returns are treated as incremental revenue.
- Creative production cannot keep pace with the rate at which ads fatigue.
- Budget is spread thinly across channels with no clear role for each.
- Retargeting absorbs budget that would be better spent on prospecting.
How we approach it
- Set channel roles: prospecting, consideration, capture and retention.
- Run a structured creative pipeline fed by creator and UGC assets.
- Use holdouts and blended metrics to sanity-check platform attribution.
- Rebalance budget on contribution margin, not last-click ROAS.
What's included
- Paid channel strategy and account structure
- Campaign build, audience and bidding management
- Creative testing frameworks and iteration
- Landing page and funnel conversion work
- Retargeting and retention campaign design
- Measurement setup and incrementality checks
- Weekly optimisation and reporting cadence
Process
- 01
Audit
Review accounts, tracking, creative and unit economics.
- 02
Structure
Rebuild account architecture around clear channel roles.
- 03
Test
Run disciplined creative and audience experiments.
- 04
Scale
Increase spend where marginal returns hold.
- 05
Report
Report blended acquisition cost and contribution, not just ROAS.
Benefits
- Spend decisions grounded in margin
- A creative pipeline that outlasts fatigue
- Fewer channels doing clearly defined jobs
- Honest reporting leadership can act on
KPIs we manage against
- Blended and channel customer acquisition cost
- New customer share of orders
- Contribution margin after media
- Creative win rate and asset lifespan
- Marginal ROAS at increasing spend levels
Who it's for
- E-commerce brands scaling past early paid social success
- Brands with strong content but weak measurement
- Regional teams consolidating market-level media
What is a good ROAS?
There is no universal number. A useful target is derived from gross margin, repeat purchase rate and fixed costs — a 2.0 ROAS can be profitable in one business and loss-making in another.
Common questions
- How much creative does a paid programme need?
- Enough to keep testing weekly. Most scaling accounts need a steady flow of new concepts rather than variations of one winner, which is where a creator content pipeline pays off.
Explore other services
Affiliate Marketing
Programme design, partner recruitment, commission structures, tracking and ongoing optimisation.
Creator & Influencer Marketing
Discovery, recruitment, campaign strategy, content collaboration and measurement.
Influencer & KOL Marketing
Strategic influencer and KOL campaigns across relevant categories and platforms.
Talk to us about performance marketing
Share your objective, market and current setup, and we'll come back with an honest view of what would move the number you care about.