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// Paid media blueprint · Google Shopping · Shopify · email retention

THE SYSTEM
BEHIND THE
RESULTS.

Not a list of things we do. A connected system — each part feeding the next, all of it built around the commercial reality of your business. Margin first. Campaign structure second. Budget third.

Start with an audit →See how it works
Every business is different. Every deployment is bespoke.
Our dynamic blueprint is built on proven best practices refined across £100M+ of e-commerce revenue. But no two businesses have the same margin structure, catalogue complexity, channel mix, or growth ambitions. Before we implement anything, we map your commercial reality — your actual margins, your break-even ROAS, your stock position, your competitive landscape. The system is then configured specifically for you. The blueprint is the foundation. Your business is the architecture on top of it.
The campaign waterfall

FIVE TIERS,
ONE SYSTEM,
FULLY AUTOMATIC.

Every product in your catalogue is assigned a dynamic label based on its margin, performance, and price competitiveness. That label determines which campaign tier it lives in — and how much budget it receives. As performance data updates, products move between tiers automatically. No manual intervention. No products treated the same regardless of their commercial value.

Priority
Tier 1
Your highest commercial value products. The criteria that define this tier are specific to your margin structure — not a generic definition. Maximum budget allocated here.
Max budget
Core
Tier 2
Your working catalogue — products performing within commercial parameters. Managed with precision. Budget allocation calibrated to your specific break-even targets.
Managed
Watch
Tier 3
Products under observation. The system monitors these closely — some will move up, some will move down. Spend is controlled until the picture becomes clear.
Controlled
Recover
Tier 4
Products flagged by the system as commercially problematic. Spend is reduced to a minimum while the underlying issue is assessed — whether that's margin, pricing, or market positioning.
Flagged
Protected
Tier 5
Products the system has determined should not receive spend in their current state. Budget released to Priority and Core tiers. Reviewed regularly — the door back in is always open.
Protected
The exact criteria, thresholds, and movement logic are configured specifically for each client's commercial model. We don't publish the specifics — that's the point.
How we deploy it

THE FOUR
PHASES.

A connected sequence, not four separate services. Each phase feeds the next — and the whole thing compounds.

01
Map
Commercial mapping — your numbers, not industry averages
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).
Feed intelligenceAI LayerClient data
02
Build the feed
Feed architecture — clean data into clean campaigns
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.
Feed intelligenceGoogle Merchant Centre
03
Build campaigns
Campaign build — five tiers, one system, automatic movement
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.
Google AdsCSS PartnerDynamic labels
04
Retain & compound
Retention loop — buyers into recurring revenue
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.
Email platformMetaGoogle Ads audiences
The full loop

HOW IT
COMPOUNDS.

Each part of the system makes every other part better. This is not a collection of separate services — it is one interconnected commercial machine.

Feed labels
Feed intelligence
Right products serve
Google Ads
Buyers convert
Your site
Email captures them
Email platform
Repeat purchase
Automated
Audiences improve
Meta + Google
Lower CPA
Compounding
?
Why we don't publish the full system
The specific logic, thresholds, label structures, and automation rules that make our system work took years to develop and refine. Publishing them in detail would be giving away what our clients pay for. What we've shared here is enough to understand the principle. The specifics are what you get when you work with us — not before. That's intentional.
20–40%
of conversions are invisible to standard Google Ads tracking — lost to Safari ITP, iOS restrictions, and ad blockers
Google / Anthropic analysis
1 second
page load delay reduces conversions by 7% — page speed is campaign performance
Akamai / Google
18%
average improvement in campaign performance after optimising product feed quality and title structure
Google Shopping benchmark
The software stack

THE SYSTEM,
YOUR CHANNELS.

Every tool in our stack was chosen because of what it unlocks when connected to the others. Not bolted together — designed together.

// Paid media — Shopify & Google
Google Ads + CSS
// Acquisition
Primary acquisition engine. Shopping, Search, and PMax structured around margin tiers. CSS partnership reduces every click by 20% from day one.
CSS Partner · 20% saving
Feed management system
// Feed intelligence · proprietary
The data intelligence layer that sits beneath every Google campaign we run. We use this to ensure every product enters the platform correctly — no errors, no wasted impressions, the right context for every SKU. The specific configuration is client-specific and not shared publicly.
Proprietary config
Shopify / Shopify Plus
// E-commerce platform · primary
The platform the majority of our clients operate on. We integrate natively — product feed via the catalogue, Customer Events for conversion tracking, checkout extensibility on Plus, and theme performance as part of CRO. Shopify is the commercial infrastructure the rest of the system connects to.
Primary platform
Email platform
// Retention · certified partner
Email and SMS flows based on real purchase behaviour. Segmentation connects back into Google and Meta audiences — each buyer makes future campaigns smarter.
Certified partner
// Intelligence & monitoring
// Separate from paid media — Amazon commercial strategy
For clients selling through Amazon Vendor Central or Seller Central, we provide commercial strategy and operational advisory — chargeback recovery, co-op negotiation, PO management, Vendor vs Seller decision modelling, and channel conflict management. This is not ads management. It is a distinct, separately scoped engagement that sits alongside the paid media system above.
View Amazon commercial services →
// Intelligence & monitoring
AI Layer
// Intelligence
Proprietary tools monitoring margin thresholds, price competitiveness, budget pacing, and anomalies across every platform. Built in-house — always on.
Proprietary · Always on
Audit places — limited availability
We take on a select number of new accounts each month. Places are not always available.
Check availability →
Working with your team

WE WORK ALONGSIDE
YOUR PEOPLE —
NOT AROUND THEM.

Most agencies operate in a black box — you send a budget, you get a report, and you never really know what is happening or why. We do the opposite: full visibility, honest reporting, and every decision tied to a commercial reason you can see.with them, not independently of them.

That means your people learn as we work. It means decisions are made with context, not handed down from an agency. It means when the engagement ends — if it ends — your team is better equipped than before we arrived. We are not trying to create dependency. We are trying to leave your business stronger than we found it.

If you have an in-house e-commerce manager
We work directly alongside them. They retain day-to-day ownership of the account. We provide the strategic direction, the commercial framework, and the system logic — they implement and manage it. Their knowledge of your business combined with our system is more powerful than either alone.
If you have a marketing or content team
We brief them, we review what they produce, and we connect their work to the commercial outcomes we're driving. Ad creative, product copy, email content — all of it is more effective when the strategy behind it is coherent. We make sure it is.
If you have a developer or technical resource
We brief them precisely — not with vague requirements, but with specific technical outputs. Enhanced conversion setup, CDN configuration, feed integration, site speed fixes. Clear briefs produce better work faster. Your developer's time is not wasted on back-and-forth.
If you have no marketing team at all
We handle everything end-to-end. Strategy, implementation, optimisation, reporting — and we structure the engagement so that as the business grows and you build a team, the handover is clean. You don't build a team into a black box. You build them into a system they can understand and own.
We are not precious about attribution. We don't need to be the only agency in the room. We don't need to own every channel. We don't need your team to report to us. We need your business to get better results — and we'll work with whoever helps that happen.
SEE THE BLUEPRINT
APPLIED TO YOUR ACCOUNT.
Audit places are limited and not always available. If you want to see how the blueprint applies to your catalogue specifically, check whether we have capacity now.
Check availability →
What the first 90 days look like

NO SLOW
START.

You don't wait three months to see whether this was the right decision. The audit delivers value before you've committed to anything, and the first changes land in week one.

Wk 1
Audit & quick wins
Full account audit, break-even ROAS calculated, and the obvious losing spend switched off. You see the picture and the first savings immediately.
Wk 2–4
Feed & structure
Feed cleaned, labelling waterfall built, campaign structure rebuilt around margin. Enhanced conversion tracking deployed so bidding has real data.
Wk 5–8
Retention & scale
Email flows live, Meta retargeting built from your best segments, and the profitable products scaled now that the structure can support it.
Wk 12
Reviewed on margin
First quarterly review — measured against profit, not platform vanity metrics. You see exactly what changed and what it was worth.
Monthly rolling. No lock-in. If we're not earning our fee, you can leave any month.
Start with a free audit →