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Role: Performance Marketing Lead Channels: Meta Ads (Facebook & Instagram), Google Ads Duration: 12 Weeks Category: D2C — Apparel & Streetwear
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The brand had hit a wall. Spend was climbing month over month, but revenue wasn't keeping pace, and cost per acquisition had quietly crept up over three months while the team celebrated CTR and reach numbers that looked great in decks but did nothing for the bottom line.
I came in to audit the full funnel and rebuild the acquisition engine: creative, retargeting, and how budget was being allocated. The core unlock came from pairing a disciplined testing framework with Claude AI to dramatically accelerate creative output, combined with a retargeting layer that recovered customers who were already most of the way to converting.
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Headline Results
Before touching a single ad set, I audited the entire funnel. Three leaks stood out.
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Creative fatigue. The brand had been running the same two or three static image ads for months. Frequency was high, engagement was flat, and the audience had effectively gone blind to the ads. A static product shot on a scrolling feed doesn't earn attention anymore, it blends into the background.
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Chasing the wrong numbers. The internal reporting focused on CTR and reach as the primary success signals. These metrics look clean in a slide deck but don't reflect business health. No one was tracking blended CAC (total spend divided by total new customers across all channels), which is the only number that tells you whether acquisition is actually profitable.
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Silent checkout drop-offs with zero retargeting. Analytics showed a meaningful volume of users adding to cart, reaching checkout, and then leaving. That traffic had already been paid for. Nobody was retargeting them. It was money spent twice: once to acquire the click, once in lost revenue from a near-conversion that was simply abandoned.
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Three phases, front-loaded for fast wins and built to compound over time.
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Goal: Break the fatigue cycle and find creatives that actually earn attention.
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