Northwind Apparel · DTC / E-commerce · 2024
Rebuilt a leaky paid program into a 3.4x blended ROAS in nine months
Measurable results
3.4x
blended ROAS
+62%
revenue at flat spend
−31%
cost per acquisition
Illustrative comparison. Actual baselines vary per engagement.
The engagement
Client
Northwind Apparel
Industry
DTC / E-commerce
Year
2024
Challenge
Northwind was spending $180k a month across Meta and Google with flat revenue and no clear picture of which campaigns actually drove sales. Their dashboard counted clicks; their finance team counted cash. The two never agreed.
Strategy
We treated the account like a budget owner would. First we stopped the bleed — pausing campaigns that couldn't be attributed to revenue — then rebuilt the structure around a single source of truth: server-side conversion data tied to order value. Creative testing was reorganized around hypotheses, not around a content calendar.
Execution
We migrated measurement server-side with the Conversions API, rebuilt the Meta and Google accounts into a clean full-funnel structure, and shipped a new landing page system with a rolling A/B program. Weekly pacing reviews replaced the monthly look-back reports the team had been ignoring.
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