STRUCTURE
One Meta structure for prospecting, retargeting and retention; Performance Max on a clean product feed; brand and non-brand kept apart.
PERFORMANCE MARKETING · INDUSTRIES
Growth marketing for ecommerce & dtc.
Product feeds, creative production and campaigns measured against shipped revenue.
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ShoppingAllImagesVideos
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Agree on the business outcome
Triple Whale or Northbeam-style MTA for daily calls, a quarterly MMM for channel mix, and geo-holdout lift tests to settle Meta vs Google credit disputes.
Blended CAC : LTV → target 1:3, MER reconciled to shipped revenue.
A starting point for the channel mix
Illustrative allocation from the existing industry playbook. The actual mix is agreed after reviewing your account and economics.
Meta
45%
Google (Search + PMax + Shopping)
30%
TikTok
15%
Programmatic / CTV
10%
What we run
CREATIVE
20–30 concepts a week per $100K of spend, across six archetypes. Winners promoted in 48h, losers cut in 72–96h.
SIGNAL
Conversions API, server-side Google Tag Manager, Advantage+ Shopping catalogues, events prioritised for AEM.
SCALE
Step-or-surge budget rules, frequency capped at 2.5–3.0 against ad fatigue, retention campaigns judged on 60/90-day LTV.
Reference benchmarks
Directional figures from the existing 2025–26 industry brief. These are reference points, not promised results.
Median Meta ROAS1.93x
Median Meta CPM$13.48
Google Shopping CVR3.9%
Repeat rate (yr1)35–45%
The working stack
ShopifyTriple WhaleNorthbeamKlaviyoForeplayMotion
Explore other industries
Tell us what you want to grow.
Share your goal, current setup and the work you need help with.