Case Study
Scaling Paw Perfect from $20K/Month to $60K/Month at 8x ROAS
Performance Summary
300%
Revenue Growth
8x
Return On Ad Spend
75%
Cost Per Acquisition ↓
Revenue
$62,400 +312%
Up from $20,000/month
ROAS
8.2x +64%
Up from 5.0x
Cost Per Acquisition
$12.40 -75%
Down from $21.80
Platform Breakdown
Facebook & Instagram
$42,800 revenue (69%)
7.5x ROAS
Google Ads
$19,600 revenue (31%)
9.8x ROAS
Scaling YouTube Creator Merch came to us with a challenge: while they had a dedicated fanbase and strong brand identity, they struggled to scale beyond $20K/month in revenue while maintaining profitability. Previous attempts to grow through paid ads led to rising customer acquisition costs and inconsistent returns on ad spend.
As a YouTube creator-led brand, their goal was to expand their reach beyond their existing audience while keeping ad spend efficient. They needed a structured advertising strategy that would allow them to grow sustainably without sacrificing margins.
Triple monthly revenue to $60K within 90 days
Ambitious but achievable target based on market research
Maintain ROAS above 5x during scaling
Critical to ensure profitability during rapid growth
Build a multi-channel strategy beyond Facebook
Reduce platform dependency and diversify traffic sources
Create sustainable growth systems for long-term scaling
Implement processes that would allow continued scaling beyond 90 days
Facebook & Instagram Ads Strategy
1. Funnel Restructuring
Implemented a clear 3-stage funnel (TOF, MOF, BOF) with distinct creative approaches and messaging for each stage. This replaced their previous single-campaign approach.
2. Creative Testing Framework
Developed a systematic testing process for ad creative, rotating 3-4 new concepts weekly while maintaining proven performers. Utilized clear pet owner personas to guide creative development.
3. Audience Expansion Strategy
Created lookalike audiences from high-value customers and implemented interest-based targeting to find new customer segments beyond obvious pet owner categories.
4. Optimization for Purchase Value
Shifted optimization from pure CPA to value-based metrics, allowing higher acquisition costs for customers likely to make larger initial purchases.
Google Ads Strategy
1. Performance Max Implementation
Built comprehensive Performance Max campaigns, leveraging Google’s AI to identify high-intent shoppers across the Google ecosystem.
2. Shopping Feed Optimization
Completely restructured product feeds with enhanced titles, descriptions, and custom labels to improve Shopping campaign performance.
3. Advanced Ad Extensions3. Search Campaign Expansion
Identified high-converting keywords in the pet accessories niche and created targeted search campaigns with strong negative keyword lists.
4. Brand Protection Strategy
Implemented defensive brand campaigns to prevent competitors from capturing brand search traffic.
7 Month Results
Revenue
$62,400 +312%
Up from $20,000/month
ROAS
8.2x +64%
Up from 5.0x
Cost Per Acquisition
$12.40 -75%
Down from $21.80
Platform Breakdown
Facebook & Instagram
$42,800 revenue (69%)
7.5x ROAS
Google Ads
$19,600 revenue (31%)
9.8x ROAS
Key Takeaways
Multi-Channel Approach is Essential
Diversifying across platforms provided stability and unlocked new customer segments that wouldn’t have been reached through Facebook alone.
Creative Testing Drives Performance
The systematic creative testing process was the single biggest factor in maintaining performance while scaling, preventing ad fatigue.
Value-Based Optimization Beats CPA
Focusing on customer value rather than pure acquisition cost allowed for more efficient scaling and better quality customers.
Structured Approach Enables Scaling
The clear funnel structure and systematic testing processes created a framework that could support continued growth beyond the initial scaling phase.