Case Study: From 1.9x to 4.1x ROAS in One Quarter

A direct-to-consumer food brand was spending more every month while profit stayed flat. The dashboard ROAS looked acceptable, but the bank account told a different story.

The challenge

Prospecting and retargeting were blended together, inflating apparent returns. Creative was stale, and no one could say which spend was actually incremental.

What we did

We separated prospecting from retargeting, launched a structured creative testing program, and measured incrementality with geo holdouts to find the real winners.

The result

Blended ROAS rose from 1.9x to 4.1x within a quarter, and, more importantly, profit grew alongside spend instead of lagging it.

The takeaway

Vanity ROAS hides unprofitable scaling. Honest measurement and disciplined creative testing turned spend into actual margin.