Where they started
Bloomies were selling diapers in a category where margins are thin and every competitor is fighting over the same customer. The instinct in that position is to spend more. We looked at the numbers underneath the spending first, because pouring budget into an acquisition model that does not have room to breathe just loses money faster.
Before
- Ad spend without the maths underneath it
- No room in the numbers to bid aggressively
- Competing on the same ground as everyone else
→
After
- Acquisition engineered around real margins
- Every dollar working significantly harder
- $104,683 in tracked purchase value
$7,334total ad spend
$104,683tracked purchase value
$14.27returned per $1 spent
1,356%return on ad spend
What we built
- Rebuilt the unit economics so the acquisition strategy had room to work before we scaled spend
- Meta campaign structure built around the numbers rather than guesswork
- Creative strategy and testing to find the angles that actually moved product
- Purchase tracking so every dollar was attributed to real revenue, not vanity metrics
Why it worked
Most people try to fix a struggling ad account by changing the targeting. The account was never the problem. When the economics underneath allow you to pay more for a customer than your competitor can, you win the auction every time and you keep winning it as you scale. We weaponised the maths, then let the ads do their job.