When Forge & Co. came to us, blended CAC had crept from $42 to $74 over 18 months. Their internal team had tried everything except the three things that actually worked.
What we changed
1. Killed the bottom 40% of audiences
Their account had 47 active ad sets, most sub-1.5x ROAS. We consolidated to 12, freeing the algorithm to allocate budget where signals were strongest.
2. Stood up server-side conversion tracking
iOS 14.5 had left their attribution leaking 30%+ of conversions. We migrated to server-side via Conversions API + a deduplication layer. Reported ROAS lifted ~22% before we changed a single ad.
3. Built a 12-concept creative system
Their old cadence was 2 creative concepts per month. We ramped to 12, with a weekly iteration loop. Winners scaled themselves.
Results
- Blended CAC: $74 → $46 (-38%)
- AOV: +62% via better merchandising on landing pages
- ROAS: 4.1x, the highest in two years
None of this was a “growth hack.” It was operational discipline and removing the things that weren’t working before adding new ones.
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