Two ecom brands, both scaling profitably

The challenge

Two brands under one owner - different positioning, different LTV profiles, different margin structures. Lori had been with agencies before that scaled spend hard chasing the headline ROAS number and watched the margin disappear underneath. She wanted a partner who'd treat the budget like their own money, respect the growth pattern she could absorb, and actually look at the P&L - not just the Google Ads dashboard.

What we did

• Rebuilt conversion tracking from the ground up so the numbers actually reflected what each campaign was driving.
• Restructured campaigns around margin data - not blended ROAS - so spend went to products that were genuinely profitable.
• Set a conservative scaling cadence: increase spend only where the data clearly supported it, never more than the margin could absorb.
• Monthly strategy calls walking through what was working at the product level, not just the account level.

The result

Both brands now scaling steadily through paid media. Conservative growth means the margin holds at every spend level - and Lori has the visibility to see exactly where each dollar is going. Two ecom brands compounding under one team.

How it played out

1. Phase 1 Conversion tracking rebuilt across both stores - GA4, GAds, server-side
2. Phase 2 Campaigns restructured around margin data, not blended ROAS
3. Phase 3 Conservative scaling cadence - increase spend only where margin held
4. Ongoing Monthly strategy calls at the product level, not the account level
5. Today Both brands scaling steadily, margin protected, full visibility per dollar

“

They speak the e-commerce language. They've been really conservative with our budgets and respected the growth pattern. They feel like an extension of my team.