DTC home-goods brand doing ~$1.1M/mo at a 2.1× blended ROAS. They'd bootstrapped to $9M ARR on a mix of organic Meta content, one brand-term Google campaign, and word-of-mouth. The founder brought us in because the growth had stalled hard: three months in a row of flat MoM, agency #3 fired, Meta learning phases reset, and a factory order that assumed revenue would double in Q3.
The brief was simple: "We can live with 4× ROAS. Get us to $5M+/mo without burning the brand or the margins."
Three expensive problems in the account:
"The first week with Taskstics was humbling. They showed us our 'profitable' Meta number was more than 3× over-reported. That was uncomfortable but it reset every decision we made from there."— Alicia Sanderson, CMO
Northbeam + Triple Whale for MTA. In-house MMM built in BigQuery as a cross-check (we don't trust single sources of truth for a $20M+ run-rate brand). Full first-party API for Meta CAPI and Google Enhanced Conversions. Shopify Pixel upgraded to Pixel 2.
We killed the branded search campaign and watched organic/direct absorb 94% of it (as predicted). Freed up $340K/mo. Collapsed 11 Meta campaigns into a simpler 4-structure: cold prospecting, warm interest, retargeting, and a dedicated creator-UGC lane with its own budget.
DTC paid media is now a creative-strategy problem, not a bidding problem. We onboarded 24 creators across three content tiers (studio UGC, in-the-wild lifestyle, long-form explainer), set a target of 25 new concepts per week, and built a performance-feedback loop so creators got paid bonuses for scaling creative.
We built 7 PDP-adjacent landing pages (one per top SKU) with social proof, UGC video embeds, and sticky ATC. Average CVR went from 1.4% to 3.1% across those pages. That's a 2.2× ROAS lift before touching the ad account.
Northbeam, in-house MMM, CAPI + Enhanced Conversions. Killed branded search. Collapsed Meta structure. Baseline incrementality test on branded.
Three creator tiers, briefing templates, performance-tied payments. First month-over-month MER lift: 2.1× → 3.4×.
$120K/mo cold → $510K/mo cold at 4.1× ROAS. Launched Google PMax with structured exclusions + feed segmentation. Pinterest shopping on top SKUs.
Landing-page CRO work compounded with creative velocity. New-customer rate above 47%. Steady-state spend at $1.9M/mo.
"We tripled the business in half a year without losing control of margin. That's never happened for us before."— Alicia Sanderson, CMO
Engagement rolled to monthly in month 8. Current focus: international expansion into UK + AU, a second brand launch (new SKU category), and a predictive-LTV layer in the ad account that routes new-customer vs. repeat-customer audiences differently.
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