Real Constraints.
Documented Results.
Every case study is anonymised to protect client confidentiality. The diagnostics, strategies and outcomes are real — representative of the engagements we run.
Fashion Retailer — iOS Attribution Crisis & ROAS Recovery
Challenge: Post-iOS 14.5, the client's Meta ROAS dropped from 4.2× to 1.8× in three months. No server-side tracking, heavy reliance on pixel-only attribution, no creative testing framework. Budget was frozen pending a resolution.
Diagnosis: 28% of purchase events were untracked. Meta's algorithm was optimising toward the wrong signals. Creative fatigue had reduced CTR by 60% in six months.
Strategy: Server-side tracking via Meta CAPI + GTM Server. First-party audience rebuild. Creative angle testing framework (5 angles, 3 formats). Gradual budget restoration tied to attribution confidence score.
B2B SaaS Platform — Paid Acquisition Overhaul
Challenge: Google Ads CPL of £420, versus a target of £180. All paid traffic sent to homepage. No CRO in place. Sales team reporting low lead quality from paid sources.
Diagnosis: Keyword strategy targeting too broadly. No dedicated landing pages for paid. Form friction excessive (11 fields). No lead scoring connected to ad optimisation.
Strategy: Dedicated landing page per campaign theme. Form optimisation (11 → 5 fields). Offline conversion import to Google Ads. Negative keyword restructure. CRM integration for closed-loop attribution.
DTC Health Brand — Breaking the Spend Ceiling
Challenge: Stuck at £40k/month ad spend. Every attempt to scale beyond this threshold caused ROAS to collapse. No creative testing framework. Attribution model based on first-click, misrepresenting actual LTV-based performance.
Diagnosis: Audience saturation at current scale. Single creative angle running for 8 months. Attribution window not aligned to 60-day LTV curve. No YouTube or upper-funnel activity.
Strategy: LTV-based attribution model (60-day window). 5 new creative angles tested over 6 weeks. YouTube prospecting added as upper-funnel layer. Budget scaled incrementally tied to incrementality test results.
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