E-commerce · 2025
Rebuilding paid media around contribution margin
A regional retailer scaling beyond a single market needed paid media that protected margin while volume grew.
Challenge
Spend was concentrated in broad campaigns with unreliable conversion values, so scaling volume quietly eroded profitability.
Strategy
Rebuild measurement first, segment the catalogue by margin tier, then rebuild campaign structure so budget follows profitable product groups.
Execution
Value-based conversion tracking, margin-tiered shopping structure, a creative testing cadence for Meta, and landing page experiments on the top ten products.
Results
Blended return improved while spend increased, with a clearer view of which product groups deserve budget.
Gallery
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Attention → Strategy → Execution → Data → Growth