Paid Social on Meta and TikTok
Account structure, audience and creative testing cadence, catalogue and advantage placements, and a creative refresh pipeline so winning angles do not fatigue unnoticed.
Digital Marketing
Paid media on Meta, Google and TikTok, plus email and SMS lifecycle flows, run against a tracking setup that actually reports what happened. We optimise to delivered contribution margin, which for a cash-on-delivery store is a very different number from platform ROAS.
Acquisition, retention and the measurement that connects them. We plan and run the paid campaigns, build the email and SMS flows that lift repeat purchase, and fix the tracking underneath so the numbers in Shopify, GA4 and Ads Manager stop contradicting each other. For COD-heavy stores we go one step further and reconcile spend against orders that were actually delivered and paid for.
Account structure, audience and creative testing cadence, catalogue and advantage placements, and a creative refresh pipeline so winning angles do not fatigue unnoticed.
Performance Max, standard Shopping, branded and non-branded Search, plus Merchant Center feed hygiene, which is where most Shopping accounts quietly lose money.
Welcome, browse abandonment, cart and checkout recovery, post-purchase, replenishment and winback flows, segmented properly and measured on incremental revenue.
Meta Conversions API, Google Ads enhanced conversions and GA4 via a server container, with event deduplication so browser and server events are not double counted.
GA4 configured for ecommerce, UTM discipline, a blended reporting view in Looker Studio, and post-purchase survey attribution to sanity-check the platform numbers.
Ad spend matched against delivered and remitted orders, not booked orders, so campaigns that generate high RTO stop looking profitable in the dashboard.
Step 1 — Account and Data AuditWe review historical spend, campaign structure, feed quality and tracking accuracy. Fixing broken measurement first stops us optimising toward numbers that are wrong.
Step 2 — Economics and TargetsWe calculate contribution margin per product, factor in RTO and courier costs, and set the break-even and target return figures each campaign is actually held to.
Step 3 — Launch and TestStructured tests across audience, creative angle and offer, with enough budget and duration per cell to reach a conclusion rather than a guess.
Step 4 — Scale and RetainScale what clears the target, cut what does not, and shift spend toward retention flows as the customer base grows and acquisition costs rise.
Attribution windows, view-through credit and cross-platform double counting. Meta and Google both claim the same order. We build a blended view using Shopify as the revenue source of truth and treat platform figures as directional signals for optimisation only.
It depends entirely on your gross margin, courier cost and RTO rate. A store at 60 percent margin with low returns can scale at a ratio that would bankrupt a COD store at 30 percent margin. We calculate your break-even before setting any target.
If you rely on Meta or Google to optimise delivery, yes. Browser-only tracking loses events to ad blockers, iOS restrictions and cookie expiry. Server-side recovers a meaningful share of that signal, which improves the platform's targeting as much as your reporting.
Both. Creative is the largest lever in paid social, so campaigns without a production pipeline stall. Our creative team produces the static and video sets, and the media team feeds performance data back into the next batch.