Fixed the funnel before touching the budget — site speed.
in 7 days — 8.5 ROAS, no sales running
A food & beverage brand doing €350k a year on a 2.3 ROAS and a €150k ad budget. The ads weren't the disaster — the funnel was. A slow mobile site, product pages doing none of the selling, and an email channel at 25% of revenue when the category standard is closer to half.
- 01A mobile experience scoring 46/100 — every impatient thumb was a refund the ads paid for.
- 02A 0.9% conversion rate on traffic the brand was buying at full price.
- 03No custom landing pages — every ad dumped visitors onto the same generic product page.
- 04Three automation flows and one unsegmented email a week, leaving the cheapest revenue channel half-asleep.
Bucket first. Then the tap.
Funnel first: mobile performance from 46 to 91 — plus the small CRO changes that compound: sticky add-to-cart, upsells, product-in-use imagery, a brand-values block.
Built custom landing pages matched to each ad angle instead of praying the product page would close.
Rebuilt email: segmented flows, a real newsletter calendar, and automation coverage across the whole customer journey.
Only then relaunched the ad structure across Meta and Google with Triple Whale on the data — refreshing UGC and creative monthly, before fatigue ever showed up in the numbers.
The insight, not the settings screen.
Lifting conversion from 0.9% to 3.5% nearly quadruples revenue without an extra euro of ad spend. That's why the funnel always comes first — the €57k week wasn't a lucky campaign, it was the tap finally being opened onto a bucket that held water.