Premium eCommerce retailer.
25x sustained blended ROAS on $3M+ of tracked revenue, in a considered-purchase category with a five-figure average order value.
$3M+ tracked revenue
A considered-purchase home category with a five-figure average order value. Full-funnel rebuild across Meta, Google and email — creative testing at velocity, tracking rebuilt server-side, and spend reallocated monthly against tracked revenue rather than platform-reported numbers.
The situation
Five-figure order values change how paid media behaves. Buyers research at length, compare widely and buy rarely — so conversion volume is thin, and the platform algorithms that depend on dense purchase signal are left guessing. The brand had strong products and healthy traffic. What it lacked was proof at the moment of decision, and a media program structured around how the category is actually bought.
Reporting made the problem harder to see, not easier. Each platform claimed credit for the same revenue, click-based attribution flattered the last touch, and browser privacy changes meant a meaningful share of purchases never reached the ad platforms at all. Spend decisions were being made on numbers that could not carry their weight.
What was done
Measurement came first. Tracking was rebuilt server-side so that conversions and revenue reached the platforms reliably, and one source of truth was established — tracked revenue in the client’s own data, not platform-reported results. Until that held, nothing else was touched.
Then the funnel was rebuilt end to end across Meta, Google and email. Creative testing ran at velocity, with concepts built around the real objection in a considered purchase: proof. Quality, provenance, outcome — the things a buyer needs settled before committing a five-figure sum to a brand they cannot walk into.
Sequencing mattered as much as creative. Prospecting built the audience, remarketing answered objections in the order buyers raise them, and email carried the long, considered middle of the journey. Each month, spend was reallocated against tracked revenue — channels kept their budgets by earning them, not by history.
Why the number is real
The 25x figure is blended, not cherry-picked: total tracked revenue across every paid channel, divided by total paid spend — including the tests that failed. It is sustained, not a peak month lifted from a dashboard. And it is measured in the client’s own revenue data rather than platform-reported conversions, which routinely double-count the same sale across channels. More than $3M of tracked revenue sits behind it.
Blended ROAS on tracked revenue is a deliberately conservative way to keep score. It is also the only version of the number a board should accept — a platform’s own report card grades generously, and a single-campaign screenshot proves nothing about the account around it.
The engagement settled into a rhythm that had little drama in it: test, read the tracked numbers, reallocate, repeat. Efficiency at this level is not a trick. It is the compound interest on a measurement foundation that tells the truth.
High AOV brands don't have a traffic problem — they have a trust problem. Solve the proof, and efficiency follows.
Engagements like this one — full ownership of strategy, channels and budget, answerable for the tracked result — are the shape of Sam’s fractional CMO work.
Client name withheld — the engagement and figures are real, and details are available in conversation.
Two more engagements — same discipline.
8x organic growth YoY
Specialist online retailer
Inherited a paid account optimising to the wrong conversion event with no offline feedback loop. Measurement was rebuilt before a dollar of spend was touched — then paid restructured and an SEO program layered in, compounding to eight-fold organic growth inside a year.
Most "underperforming" media accounts are actually measurement problems. Fix what the algorithm learns from, and the same budget behaves differently.
single client
National considered-purchase retailer
A category shopped rarely and researched heavily. Demand capture built around high-intent search and remarketing sequences matched to research stage — sustained over years, not campaign bursts, making it one of the highest-volume conversion engines in the portfolio.
In rarely-purchased categories, the brand that stays present through the whole research cycle wins the moment of purchase.
Let’s talk about what’s next.
For executive advisory, fractional CMO, AI search strategy or speaking enquiries.
sam@sampark.com.au