AECLO
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+240%
Monthly Revenue
+79%
Total MER
+400%
Contribution Margin
Background
AECLO was spending across Meta, Google and TikTok with no view of profit, so sales looked busy while margin leaked out of every channel.
They wanted to scale, but there was no point adding budget until they knew which products and channels actually made money.
AECLO
The Challenges
Spend was spread thin across too many channels and products whilst nobody was tracking profit, so decisions were made on platform ROAS.
TikTok was pushing windbreakers in the middle of a heatwave.
Meta wasn't built around the highest-margin products.
The old Google account had been set and forgotten, with heavy spend on brand terms.
Discount codes were creating lots of low-value orders.
The first job was cutting waste, because there was no point scaling until that was done.
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The Strategy
We set up profit tracking on day one, and every decision after that was made on contribution margin.
Cut Before You Scale
In the first week we paused everything that wasn't making money and rebuilt Meta around hats, which run at 80-93% margin. Over the first two weeks contribution margin rose 108% on 24% less spend, and TikTok came off with its budget moving into Meta.
Creative Volume
We launched 10 new statics every one to two weeks alongside video edits, which added up to 80+ statics in 10 weeks, and every product got its own ad set so budget could move weekly between lines based on CPA and stock.
Google Made Simple
We stripped Google back to brand plus PMax, and spend dropped by 39% while Google ROAS nearly doubled.
The Bottom Line
In 90 days monthly sales went up 3.4x and profit after ads and product costs went up 5x.
In October, contribution margin rose 48% on 17% less spend than September.
Results Achieved:
3.4x monthly sales
5x profit after ads and COGS
+79% MER
+98% Google ROAS on 39% less spend