ECOMMERCE / DTC — LEAD GENERATION

Blended ROAS is a comfortable lie.
Contribution margin isn't.

Your agency reports a number that includes the customers who would have bought anyway. We measure what an incremental dollar of spend actually returns after COGS, shipping and returns — and then scale only that.

Apply for a slot → How it works
What we optimize Margin not blended ROAS
Market exclusivity 1 : 1 one brand per category
Infrastructure live in 14 days from end of discovery
01The situation

If you're reading this,
one of these is true.

You are not confused about your numbers because you are bad at math. You are confused because every platform claims the same conversion and your P&L disagrees with all of them.

  • Meta reports a 4× ROAS, your bank account reports something else entirely.
  • Your agency celebrates blended ROAS, which includes the branded search you already owned.
  • You scaled spend 40%, revenue moved 12%, and nobody can explain the gap.
  • Post-purchase surveys and platform attribution give you two different stories every week.
  • Returns and shipping turn a "profitable" campaign into a loss and nobody reports it.
02The real cost

The number nobody puts
on the invoice.

Three numbers that hide a loss
Situation What happens What it costs you
Blended ROAS Mixes paid, branded and organic into one flattering figure It cannot tell you whether the next dollar is worth spending, which is the only question.
Platform-reported ROAS Every channel claims the same conversion Add up the claims and they exceed your revenue. That is the proof it is not measurement.
Revenue-based targets Ignores COGS, shipping, payment fees and returns Campaigns hit the ROAS target and lose money on every order shipped.
First-order economics only No LTV horizon, no repeat modelling You either underspend on real winners or overspend on one-time discount buyers.
03The mechanism

Built for this vertical.
Not adapted to it.

This is not lead generation and we do not pretend it is. There is no form, no phone call, no close rate. The instrument panel is different and so is the entire operating discipline.

01

Fix measurement first

Contribution margin per order after COGS, shipping, fees and returns. Incrementality testing instead of platform self-reporting. Nothing is scaled until the number is trustworthy.

  • Contribution margin model
  • Incrementality tests
  • Server-side tracking
02

Separate demand capture from demand creation

Branded search is harvesting demand you already earned. Prospecting creates it. Reporting them as one number is how brands convince themselves an unprofitable channel works.

  • Channel role separation
  • Branded vs. non-brand split
  • New-customer CAC
03

Creative as the real lever

In DTC the creative decides the auction, not the bid strategy. A structured testing cadence with enough volume per concept to actually learn something.

  • Concept testing framework
  • Hook and angle library
  • Winner scaling protocol
04

Scale on margin, not on revenue

Budget moves against contribution margin and payback period, with a decision rule you can read, so scaling is not a monthly argument.

  • Margin-based bid targets
  • Payback-period rules
  • Documented scaling protocol
04What you get

In your accounts.
In your name.

Everything below is built inside infrastructure you own. If we part ways, it stays with you — accounts, pages, tracking, lists.

  • A contribution margin model per SKU and per order, built with your actual costs
  • Incrementality testing so scaling decisions rest on lift, not platform claims
  • Server-side tracking and event hygiene that survives browser restrictions
  • A creative testing cadence with real volume per concept
  • New-customer CAC separated from blended, and reported that way every week
  • A written scaling rule tied to margin and payback, not to a ROAS number
05Who this is not for

We'd rather tell you now.

Three kinds of firm should not apply. Saying so up front costs us applications and saves both of us a bad engagement.

  • Brands that cannot share real COGS, shipping and return rates. Without them we are optimizing revenue, which is the problem you came here with.
  • Brands under roughly $50k a month in ad spend. Incrementality testing needs volume to reach significance, and below that we would be guessing with a bigger vocabulary.
  • Anyone who wants blended ROAS as the headline metric. We will report it because you are used to it, and we will not make decisions with it.

And if you do fit: month to month, 30 days' notice, no lock-in. Everything we build is in your name from day one. We would rather earn next month than trap you into twelve.

06Apply

One partner
per market.

We take a single client per market, so we are never bidding two of you against each other. If your market is already taken we will tell you in the first reply instead of booking a call to find out.

What happens after you submit

  • We check your market. If it's open, you hear back with next steps. If it's taken, you hear that instead.
  • One call, 30 minutes. Your numbers: close rate, average job value, current spend. No pitch deck.
  • A written plan or a no. If the math doesn't work for ecommerce / dtc, we say so and nobody loses a quarter.
Application 6 fields · 60 seconds

We reply to every application. If your market is taken, we say so.
No newsletter. No list sharing. Ever.

07Questions

Straight answers.

Q1 Why not just use blended ROAS like everyone else?
Because it cannot answer the only question that matters: is the next dollar of spend profitable? Blended mixes paid acquisition with branded search and organic you already earned, so it stays healthy while incremental spend loses money. It is a reporting number, not a decision number.
Q2 How do you run incrementality testing without breaking my account?
Geo holdouts and scheduled pause tests, sized to your volume and run on a cadence rather than as one-off experiments. It costs some short-term efficiency and it is the only way to know what your paid channels actually add. We agree the design with you before anything is paused.
Q3 Do you handle creative production?
We build the testing framework, the hooks and the angles, and we direct production. Whether we produce the assets or your team does depends on your volume and what already exists — we are not going to rebuild a working creative pipeline to justify a line item.
Q4 You are a lead generation firm. Why ecommerce?
Because the discipline is the same one: own the acquisition system, measure it honestly, scale only what is proven. What changes is the instrument panel — ROAS, contribution margin and payback instead of cost per lead and close rate. If you want an agency whose whole identity is DTC, that is a reasonable thing to want and we will say so on the call.

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