Performance Advertising
Engine
Scaled a new consumer product from zero to seven-figure monthly revenue through paid acquisition.
Full-funnel acquisition from a cold start
Built and operated a full-funnel paid acquisition engine for a newly launched consumer product in the collectibles space.
Starting from zero brand awareness and no existing revenue, the strategy focused on rapid testing, channel diversification, and aggressive but controlled scaling.
Greenfield category, no playbook
The business had recently pivoted into a new category with:
- No established playbook
- No historical performance data
- No existing audience or brand recognition
The challenge was to build a scalable acquisition system from scratch, where every dollar of spend needed to produce measurable returns.
Intent, creative, and continuous optimisation
Developed a multi-channel paid media strategy centered around intent, creative, and continuous optimisation.
Key components:
Full-channel coverage
Campaigns deployed across major paid platforms to capture both high-intent demand and top-of-funnel discovery.
Creative-led growth
Heavy reliance on video and native-style content tailored to each platform.
Intent + interest targeting
Combined search-driven acquisition with interest-based and behavioral targeting.
Retargeting infrastructure
Segmented audiences based on engagement depth, recency, and purchase behavior.
Continuous optimisation
Daily adjustments to bids, budgets, and creative to maintain efficiency at scale.
How each channel contributed
Search & intent capture
Targeted high-intent queries and demand-driven traffic.
Social & discovery
Leveraged feed-based platforms to drive awareness and engagement through native content.
Community channels
Activated niche audiences with high relevance and strong purchase intent.
Retargeting
Built layered funnels to convert users across longer decision cycles.
Distribution and trust at scale
A key growth lever was integrating with platforms and ecosystems where the target audience was already highly engaged.
These partnerships functioned as both distribution and trust signals, driving higher-quality acquisition compared to standard programmatic channels.
Efficiency while increasing spend
Scaling focused on maintaining efficiency while increasing spend:
- Incremental budget expansion based on validated performance
- Diversified channel mix to avoid saturation
- Continuous testing to unlock new audiences and creatives
- Use of first-party data to improve targeting over time
This allowed spend to scale significantly without degrading performance.
Outcomes that compounded
- Grew from zero to seven-figure monthly revenue within the first year
- Managed multi-million-dollar paid media spend across channels
- Built the primary growth engine for the business
- Enabled continued investment and expansion through proven performance
Ready to scale your advertising?
Let me know if you need help building a performance advertising engine for your business.
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