An established DTC apparel brand plateaued at $400k/month. Paid social had stopped scaling; AOV had drifted down for three quarters. We rebuilt the media structure and the PDP experience in parallel. Both moved.
Revenue had gone sideways for nine months. The founder blamed iOS 14. The CMO blamed creative. The last agency blamed the algorithm.
We started with the data, not the opinions. The actual problem was structural: the account had accumulated 180 ad sets over two years, most fighting each other for the same audiences. Creative was ten months old on the top spenders. The PDP hadn't been touched since launch, and it was burying the size guide below a 600px fold on mobile.
Three issues, one program.
Everything shipped on a two-week rolling sprint. Nothing took longer than a fortnight to hit production.
By week nine, AOV had moved from $68 to $87 — the bundle logic on the rebuilt PDP was doing most of the work. CAC came down 22% as the consolidated account finally had enough data per ad set to exit learning.
Twelve-month contribution margin ran $1.8M higher than the trailing year. The founder bought us dinner.
We still run the account. It's engagement №014 for a reason — the relationship has a third birthday coming up.
GA4 cleanup, intent pages, and LinkedIn. 3.4× MQLs in a quarter with 52% lower CPL.