Skip to content

🛍️ Industry · E-commerce

Growth marketing for e-commerce

Google Shopping, Meta Ads, TikTok and Klaviyo flows built around contribution margin per SKU — not the blended ROAS that hides which products lose money on every order.

Built for D2C, Shopify and WooCommerce brands at $500k-10M annual revenue with a clear top-3 SKU contribution to margin.

  • ✦ Contribution-margin-based budget allocation
  • ✦ Server-side Meta + TikTok pixels
  • ✦ Klaviyo flows tied to LTV cohorts
  • ✦ Feed optimization for Shopping + PMax

Why e-commerce marketing is different

Blended ROAS lies. A 3.5x blended ROAS often hides individual SKUs running at 1.2x (losing money on every order) and a few hero products at 8x (carrying the brand). Real e-commerce performance work happens at the SKU and channel intersection — Google Shopping feed by margin tier, Meta creative tested per product cluster, Klaviyo flows segmented by LTV cohort. We rebuild your reporting around contribution margin per channel-SKU, not the dashboard summary that sells well but does not pay rent.

Services we run for E-commerce clients

Same disciplines as our generic service stack — re-framed and re-prioritised for the e-commerce buyer.

  • Google Shopping + PMax

    Feed optimization, Merchant Center fixes, PMax structured by margin tier so high-margin SKUs get aggressive bidding and low-margin SKUs run on tight ROAS floors.

  • Google Search ads for e-com

    Brand defense (90% of brand-search traffic should be free) + high-intent product searches + competitor conquesting where economics allow.

  • Meta + TikTok paid social

    Server-side Conversions API + TikTok Events API. Creative testing pipeline that ships 8-15 new ads/week. Audiences built off Klaviyo lists, not just Meta lookalikes.

  • Klaviyo flows + LTV cohorts

    Abandoned cart, post-purchase, browse abandonment, replenishment, winback. Segmented by predicted LTV, not just engagement.

  • Category + product SEO

    Category page optimization + product schema (Product, Offer, AggregateRating). Long-tail capture for "best X for Y" and comparison queries.

What 90 days with us looks like

  1. Week 1

    1. P&L + funnel audit

    Audit your last 90 days by channel-SKU contribution margin (not blended ROAS). Identify the SKUs losing money on paid and the ones we should aggressively scale.

  2. Weeks 2-3

    2. Feed + tracking fixes

    Rebuild Shopping feed by margin tier. Server-side Meta + TikTok pixels with deduplication. Klaviyo segmented by LTV cohort. GA4 with enhanced e-commerce.

  3. Weeks 4-8

    3. Launch + scale winners

    New campaign structures live in stages. Creative testing pipeline (8-15 new Meta/TikTok ads per week). Weekly reports by channel-SKU contribution margin.

  4. Weeks 9-12

    4. Scale + replenish

    Double budget on profitable SKU clusters. Build email replenishment + winback flows. Quarterly review of customer LTV trend vs blended CAC.

FAQ — E-commerce

What revenue stage do you typically work with?
Sweet spot is $500k-10M annual revenue. Below $500k we usually recommend founder-led organic + Meta Ads with a freelancer until contribution margin justifies an agency layer. Above $10M most brands have an in-house team and we slot in for specific channels.
How do you handle iOS 14 / cookie restrictions?
Server-side Conversions API for Meta + TikTok, server-side GA4 via GTM, first-party data layer with Klaviyo as the source of truth for customer-level events. We do not rely on the Meta pixel as the primary attribution source — too noisy post-iOS 14.
Do you do creative production?
We do not produce video creative — we work with your in-house team or recommended freelancers and partner studios. We do brief creative ourselves (concept, hook, CTA) and run the testing pipeline. Brands that ship 8-15 new ads/week consistently outperform those that ship 2.
What is the contract structure?
Month-to-month after the first 90 days. The first 90 includes setup work (feed rebuild, tracking, Klaviyo flows) so we ask for a 3-month minimum. No long-term lock-in.
Do you own the ad accounts or do we?
You own everything. Google Ads, Meta Business Manager, TikTok Ads, Klaviyo, all SKU + audience data. We get manager access; if we part ways you keep all assets.

Want to see your real channel-SKU economics?

Book a 60-min e-commerce audit. We pull your last 90 days of data and show contribution margin by channel-SKU — which products pay rent and which quietly bleed.

Book the e-commerce audit →