Premium eCommerce retailer.
25x sustained blended ROAS on $3M+ of tracked revenue, in a considered-purchase category with a five-figure average order value.
$3M+ tracked revenue
A considered-purchase home category with a five-figure average order value. The work was a full-funnel rebuild across Meta, Google and email: creative testing at volume, tracking rebuilt server-side, and spend reallocated monthly against tracked revenue.
The situation
Five-figure order values change how paid media behaves. Buyers research at length, compare widely and buy rarely. Conversion volume is thin, so the platform algorithms that depend on dense purchase signal are left guessing. The brand had strong products and healthy traffic. It was missing proof at the moment of decision, and a media program built around how the category is actually bought.
Reporting made the problem harder to see. Each platform claimed credit for the same revenue and click-based attribution flattered the last touch. Browser privacy changes meant a meaningful share of purchases never reached the ad platforms at all. Spend decisions were being made on numbers that were not reliable enough to use.
What was done
Measurement came first. Tracking was rebuilt server-side so conversions and revenue reached the platforms reliably. One source of truth was established: tracked revenue in the client’s own data. Until that held, nothing else was touched.
Then the funnel was rebuilt end to end across Meta, Google and email. Creative testing ran at volume, with concepts built around the real objection in a considered purchase, which is proof. A buyer needs quality, provenance and outcome settled before committing a five-figure sum to a brand they cannot walk into.
Sequencing mattered as much as creative. Prospecting built the audience and remarketing answered objections in the order buyers raise them. Email covered the long middle of the journey. Each month spend was reallocated against tracked revenue, so channels kept their budgets by earning them.
Why the number is real
The 25x figure is blended: total tracked revenue across every paid channel, divided by total paid spend, including the tests that failed. It is a sustained figure and not a peak month lifted from a dashboard. It is measured in the client’s own revenue data, which avoids the double-counting that happens when each platform reports the same sale. More than $3M of tracked revenue is behind it.
Blended ROAS on tracked revenue is a deliberately conservative way to keep score. It is the version of the number a board should accept. A platform grading its own performance is generous, and a single-campaign screenshot says nothing about the account around it.
The engagement settled into a plain rhythm: test, read the tracked numbers, reallocate, repeat. Efficiency at this level comes from a measurement foundation that tells the truth.
Buyers at this price point wanted proof of quality and provenance before committing. The creative was rebuilt around that.
Engagements like this one are typical of Sam’s fractional CMO work: full ownership of strategy, channels and budget, answerable for the tracked result.
Client name is withheld. The engagement and figures are real, and details are available in conversation.
Two more engagements.
8x organic growth YoY
Specialist online retailer
Inherited a paid account optimising to the wrong conversion event, with no offline feedback loop. Measurement was rebuilt first, before any spend changed. Paid was then restructured and an SEO program added, and organic growth reached eight times its starting point inside a year.
The account was optimising to the wrong conversion event. Once the tracking fed it real sales, the same budget produced different results.
single client
National considered-purchase retailer
A category shopped rarely and researched heavily. Demand capture was built around high-intent search, with remarketing sequences matched to research stage. It ran continuously for years and became one of the highest-volume conversion engines in the portfolio.
The category is researched over months. Staying present across that whole cycle is what produced the volume.
Let’s talk about what’s next.
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