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Meta Ads and Google Ads for D2C brands and webshops, steered on margin per product instead of the ROAS your ad platform shows you. We run our own D2C brand Tête de Mule, so we know the difference between a good dashboard and a good month.
Selling to businesses rather than consumers? See the B2B page → Still orienting? See the difference between Meta and Google first →
The number your ad platform shows biggest is the number that says the least about your business. ROAS measures revenue divided by ad spend. What's not in it: cost of goods, shipping, returns, transaction fees, and the time each order takes you.
The result is a familiar pattern. A campaign on your entry-level product shows a ROAS of 4 and gets scaled up, while the margin on that product is 20% and every extra order costs money. Meanwhile, the campaign on your 70%-margin product runs a ROAS of 2 and gets turned off.
That's why we first work out, per product group, what ROAS is break-even, and steer on that. This isn't theory: it's exactly how we allocate our own brand's budget, where the stock is on our own books.
Tête de Mule is not a side project or a showcase. The ad budget is our own money, the stock is on our own books, and a disappointing month is ours to absorb. Over the past twelve months, the brand ran a blended ROAS of 360%.
That's why we don't experiment on your account. What we apply to yours, we've already tested with our own money first - including the things that didn't work.
Two e-commerce cases, with the monthly budget included. You rarely see that from agencies, even though it's the only way to properly judge a result. Both campaigns were run by us, executed through another agency - the approach and the numbers are ours, the client relationship sat there. Hence sectors instead of brand names.
We've also worked for D2C brands ranging from interior design to aromatherapy. The common thread isn't the sector but the model: physical products, stock, a margin per product, and a repeat purchase worth having.
No six-week onboarding. You'll first get the account analysis (worth €250), before anything is signed: we look at your account, work through the margin per product group, and give you three things on paper - what's working, where money is leaking and where the biggest opportunities are. If the problem isn't the ads but your margin, your offer or your product page, you'll hear that too. Then you decide for yourself. Collaborations start with a two-week trial period and are cancellable monthly after that.
We work with a maximum of eight clients at a time, because we also run our own brand alongside this. If we're full, we'll just tell you.
Because ROAS says nothing about what you actually keep. A ROAS of 4 on a product with 20% margin loses money; a ROAS of 2 on a product with 70% margin earns. We calculate per product group what the break-even ROAS is and steer on that. We do the same for our own brand Tête de Mule, where it's our own stock and our own money on the line. Read more about break-even ROAS →
The platform makes little difference to the advertising work, as long as the tracking is correct: server-side events via the Conversions API, a correct product feed and reliable values per order. In the account analysis, we first check whether that foundation is in place, because without accurate data, optimising is just guessing.
From around €2,500 per month in media budget, there's enough to steer on to earn back the management fee. Below that amount, the question usually isn't how you advertise but whether your margin and offer can carry it. You'll get an honest answer in the account analysis. See the pricing structure →
From interior design to aromatherapy, and from fashion to our own D2C clothing brand. The common thread isn't the sector but the model: physical products with stock, a margin per product, and a repeat purchase worth having.
Request the account analysis. You'll get it before anything is signed.
Request your account analysis