How we work
180 days. A checkpoint every month. A target in writing.
You always know what's happening, what's next, and what we're accountable for.
The 180 days
Five phases that overlap, so nothing waits.
Day 1–14
Research
The most you can pay per customer, your profit floor, offer, positioning and 45 scripts.
Day 15–30
Rapid testing
Five angles live, read every 48 hours. First validated angle by day 30.
Day 30–60
Consistent orders
Winners scaled; the next ads built from what made them win.
Day 60–120
The Second Look
The next channel added, only once the first one pays.
Day 120–180
Compound
Scale inside your profit floor until your written target is hit.
Who does what
We own performance. You keep control of your brand.
We own
- Your ad accounts, end to end
- Media buying and scaling
- Scripts, hooks and compliance review
- Landing-page copy and conversion direction
- A weekly performance report
Your team
- Films from our scripts, or hands them to your creators
- Ships site changes from our copy
- Signs off claims for your product
Together
- A 30-minute weekly strategy call
- Agreed changes live within 48 hours
- One scorecard, the same numbers for both of us
The guarantee
Your target goes in the contract. If we miss it, the risk is ours.
You do four things
- Ship agreed changes within 48 hours
- Give full data and asset access
- Follow the agreed ad spend plan
- Join the weekly strategy call
If we miss your target by day 180
- We keep working for 3 more months, free
- If the target still isn't hit, we hand over every system we built, ready for your team to run
- Scripts, claims library, pages and playbooks stay yours, whatever happens
Your target is set after we study your numbers together, and written into the client agreement before you sign.
The cost of waiting
The alternative is the same cycle.
One ad carries the month. It tires. Revenue drops. A new agency starts from zero. Nothing gets built that stays. And the longer the cycle runs, the more it costs to break, because the costs compound too.
One method, five markets
Your buyer in New York isn't your buyer in Dubai.
The cycle stays the same. What changes is what each buyer trusts, and which rules shape what you can say.
| Market | What the buyer trusts | Rules that shape your ads | Where we usually start |
|---|---|---|---|
| United States | Reviews, creator content, a clear mechanism | Health claims need substantiation | Angle volume on Meta and YouTube, then Reddit |
| United Kingdom | Understatement, proof over promise | Strict rules on which health claims are allowed | The claims library first, then message |
| Canada | Similar to the US, with more caution | Natural health products need product licences | Compliant mechanism angles |
| Australia | Straight talk, social proof | Many supplements are regulated as therapeutic goods | Claims review, then creative testing |
| UAE | Premium presentation, recommendation | Platform rules, plus local norms on imagery | Premium offer and bundles |
General guidance, not legal advice. Your brand signs off every claim for its own market.
Fit
We turn most brands away.
This is for you if
- You're doing $30K+ a month on Shopify, and you know the brand can be much bigger
- People love what you sell, and they come back for more
- You see marketing as an investment, not a cost to cut
- You want a system you keep, not a quick spike
- You're ready to move fast when the numbers say go
Not for you if
- You're still proving that people want the product
- You want a quick spike, not something that lasts
- You'd rather compete on price than on value
- You're only looking for someone to run your ads
Questions
What founders ask us.
What happens on the growth call?
Thirty minutes. We look at your ads, your pages and your numbers, show you where growth is leaking, and tell you honestly whether we're the right fit. You leave with the findings either way.
What do you need from us to start?
Full access to your ad accounts, Shopify and analytics within 7 days of signing. Your 180 days start the day we have it.
How soon will we see changes?
Your profit floor and message are set in the first two weeks. New angles go live from week three, and we aim for the first proven winner by day 30.
What results can I expect?
We set your target after studying your numbers, from your margin, reorder rate and ad spend plan, and write it into the agreement. We don't promise a number before we've seen your brand.
Is this just Meta ads?
No. The platform matters less than the offer, the positioning and where your buyers are. We start with the one channel where they already respond, usually Meta, sometimes Google or YouTube. Reddit and ChatGPT come in when your buyers research there. Each new channel gets budget only once the last one holds your profit floor.
Do you make the creatives?
We write and direct every creative: the scripts, hooks and briefs, which is where performance is decided. Your team or creators film them. We run the ad accounts and own the results.
How do you handle compliance?
Every script passes our claims library before it reaches your account, and you sign off every product claim. We never make medical claims about your product.
What does MER mean?
MER, the marketing efficiency ratio, is your total revenue divided by your total ad spend. If you make $40K in a month and spend $10K on ads, your MER is 4. We agree a profit floor with you, and spend only rises while your MER stays above it.
How much ad spend do I need?
Usually $10K a month to start. Spend rises only after you stay above your profit floor for 7 days in a row.
What does it cost?
We share pricing on the call, after we've studied your numbers and agreed your target. Ad spend is paid by you, directly to the platforms.
Next step
Let's make your growth pay for itself.
A 30-minute call. We look at your ads, your pages and your numbers, and tell you plainly where growth is leaking and whether we can help.
The newsletter
The Growth Ledger.
A short weekly email for founders of Shopify wellness brands. One thing that's working right now, explained simply, and how to use it in your brand.
- What's working in ads this week, and why.
- What buyers ask before they order, and how to answer.
- One small test you can run in your brand.
Free. Unsubscribe in one click. See our privacy policy.
Coming up in the Ledger
- 01Why your best ad stops working, and what to do before it does
- 02Great ROAS, falling profit: how both can be true
- 03The one question every gut-health buyer asks
- 04Standing out when fifty brands sell the same ingredient
- 05Why buyers decide in 8 seconds
Written for founders in nutricosmetics, beauty from within, gut health, brain and mood, hormone health, functional wellness, healthy ageing, active nutrition, functional food and drink, and Ayurveda and herbal.