THE SYSTEM
BEHIND THE
RESULTS.

Before a single campaign is touched, we map every product to its true commercial value. COGS, fulfilment cost, returns rate, average order value — all fed into a break-even ROAS calculation specific to your business. Most agencies set ROAS targets based on gut feel or industry benchmarks. We set them based on your actual margin structure. This phase typically reveals that the client's current targets are either too conservative (leaving profit on the table) or — more often — below break-even (generating losses that look like wins on paper).

We rebuild or audit the product feed from scratch using our enterprise feed management system. Product titles enriched with search-relevant attributes. Custom labels assigned based on margin tier, price competitiveness, and performance history. Feed errors resolved — every disapproved product is a product that isn't spending or converting. For large catalogues, this phase alone typically unlocks significant additional impressions from inventory that wasn't serving at all.

Campaigns are built around the waterfall structure. Each tier has its own bid strategy, budget allocation, and performance thresholds. Products move between tiers automatically as data updates — there is no manual re-sorting, no weekly spreadsheet review, no products stuck in the wrong campaign because someone forgot to update them. The CSS partnership activates on every Shopping campaign from day one, reducing click costs by 20% before we've improved a single bid.

Buyers captured through Google Shopping flow into our email platform, where they're segmented by product category, purchase frequency, and lifetime value. Post-purchase flows, replenishment sequences, and win-back campaigns activate automatically. That customer data then feeds back into Google and Meta audiences — meaning every new buyer makes the next acquisition campaign more efficient. The loop compounds. The cost of acquiring a customer decreases as the pool of customer data grows.