The challenge
Northbay had grown on one winning creative and a single prospecting campaign. When performance decayed, spend was cut, revenue fell, and the team could not tell which channel was actually driving new customers. Tracking was browser-side only, so 40% of purchases were unattributed.
What we did
We rebuilt measurement first — server-side events, Conversions API, and a blended-view dashboard that reconciled ad platform numbers with Shopify. Then we replaced the single-creative dependency with a monthly engine of 16 concepts across three angles: durability, price-per-use and gifting.
On Google we split Performance Max by margin tier and added a branded-search exclusion so the channel was judged on genuine incremental revenue.
The outcome
Within seven months paid revenue reached $1.2M for the period at 5.4x blended ROAS, with customer acquisition cost down 38% despite a 2.6x increase in spend. Creative testing velocity went from 2 to 16 new assets a month.