Ecommerce and DTC
Ecommerce paid media that scales without eating your margin
When growth stalls, the usual answer is more budget. I fix the economics first: account structure, product feed, creative and measurement, so that extra spend turns into extra profit. Everything is reported against revenue in your store, not the platforms' own ROAS.
Where ecommerce accounts usually stall
- ROAS has plateaued and more budget doesn't move it.
- Customer acquisition costs rise every quarter.
- Meta performance swings from week to week.
- Google Shopping won't scale past a ceiling.
- Creative output can't keep up with spend.
- Meta, Google and Shopify revenue never match.
What I run for ecommerce brands
Meta ads
Prospecting, retargeting and catalogue ads structured to scale spend without breaking blended ROAS or contribution margin.
Google Shopping and Performance Max
Feed-led optimisation, Merchant Center hygiene and asset groups built around product margin, with brand search protected.
TikTok ads
Creator-led prospecting for products that suit the platform, measured on incremental revenue rather than in-app ROAS.
Creative testing
A steady testing rhythm across formats, with briefs your designers or creators can work from, so fatigue is spotted early.
Revenue reporting
Meta, Google, TikTok and email reconciled to Shopify in one weekly view your finance team can read.
Retention and remarketing
Remarketing and first-party audiences that protect lifetime value as acquisition gets more expensive.
Channel services: Fractional Head of Paid Media, Google Ads Management, Meta Ads Management, TikTok Ads Management, Paid Media Audits
What you'll see in the report
One set of numbers, taken from the system your finance team already trusts.
Need custom dashboards or AI reporting workflows? Those are built by my separate business, Ad Ops Autopilot ↗
- Blended ROAS
- Total store revenue against total ad spend, reconciled to Shopify every week.
- New customer cost
- What it costs to win a first-time customer, separated from returning buyers.
- Contribution margin
- Revenue after product costs and ad spend, so scale decisions are made on profit.
- Creative by format
- Return by format and concept, which feeds straight into the next production brief.
Related insights
- Flat Fee vs Percentage of Ad Spend: Paid Media Pricing Why percentage of ad spend pricing misaligns incentives, how flat fee paid media pricing works, and what to ask any agency or consultant before you sign.
- Fractional Head of Paid Media vs Agency: Which Is Right for Your Business? How fractional paid media support compares with an agency, and how to choose based on the work your business actually needs.
- Google Ads Audit Checklist: 10 Things to Review Before Increasing Your Budget Ten areas to examine before pushing more budget into an account, with an emphasis on genuine business results.
See what I'd change in your accounts
Request a free audit. I'll send a short written review of where money is being wasted and what I'd fix first. It's yours to keep either way.