Real Problems.
Actual Numbers.
Every case study is anonymised to protect client confidentiality. The numbers are real. The situations are representative of the kind of work we take on.
Fashion Retailer: iOS Attribution Crisis & ROAS Recovery
Challenge: Post-iOS 14.5, Meta ROAS dropped from 4.2× to 1.8× inside three months. No server-side tracking. Everything running through pixel-only attribution. No real creative testing process. The budget had been frozen while they looked for answers.
Diagnosis: 28% of purchase events were going untracked. Meta was optimising against the wrong signals entirely. Creative fatigue had cut CTR by 60%. The same angles had been running for months with no refresh.
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 sitting at £420, against a target of £180. Everything pointed at the homepage. No dedicated landing pages, no CRO. The sales team were flagging low quality from paid leads. They weren't wrong.
Diagnosis: Keyword strategy casting too wide. No dedicated pages for paid traffic. Form friction killing conversions: 11 fields to request a demo. No lead scoring feeding back into the ad optimisation at all.
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. Every time they pushed past that, ROAS collapsed. No real creative testing process. Attribution was first-click, which made the numbers look steadier than they were, badly misaligned with the 60-day LTV reality.
Diagnosis: Audience saturation at current spend. The same single creative had been running for 8 months. Attribution window completely misaligned with a 60-day LTV curve. No upper-funnel activity whatsoever.
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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