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Case Study · Office supplies · Retail and online
Profitable ads, flat revenue: breaking a paid media plateau
An office supplies retailer had paid campaigns that looked healthy on paper. Return on ad spend was positive, but revenue had stopped growing in a market where every competitor was chasing the same shoppers.
What we were up against
The brand's ecommerce campaigns on Google and Meta were still returning more than they cost, which made them easy to leave alone. But performance had plateaued. Too much spend was going to activity that no longer pulled its weight, and there was no clear path to more revenue without simply spending more.
Positive ROAS isn't the same as growth.
How we broke the plateau
Cleaned up the signal
We restructured the Google and Meta campaigns so the platforms were learning from better data. A cleaner structure meant smarter optimization and less money going to clicks that were never going to convert.
Gave every channel a clear job
Budgets were reallocated and channel roles redefined, so money moved toward the activity returning the most instead of being spread out of habit.
Reinvested the savings at the top of the funnel
The spend we freed up went into top-of-funnel campaigns, building a bigger pool of new customers and lowering acquisition costs over time.
Results
year-over-year revenue
Channels
- Meta
Why it worked
The program wasn't broken, it was stuck. Plateaus like this usually come from campaigns built for an earlier stage of the business that never got rebuilt, it's the classic “set it and forget it”. Revisiting and fixing the structure helped update the campaigns and make every dollar work harder.
Cut what wasn't working, fund what was, and keep feeding the top of the funnel.
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