Sable & Co. (DTC)
Scaled a DTC brand from $50k to $310k/mo — profitably.
Sable & Co. had product-market fit but couldn't crack the $50k/mo ceiling without ROAS collapsing. We rebuilt account structure, launched a creative testing engine, and layered a full-funnel measurement stack.
Where they were stuck
ROAS crashed every time spend crossed $50k/mo.
One over-reliant hero creative running for 90+ days.
No incrementality view — attribution disagreements across platforms.
Landing pages built for desktop; 78% of traffic was mobile.
How we approached it
Account Restructure
Consolidated 40 ad sets into a broad + Advantage+ core with clean CBO.
Creative Engine
Shipped 12 net-new concepts per week across UGC, static and motion.
Full-Funnel Measurement
Deployed server-side tracking + Northbeam for incrementality clarity.
LP + Offer Testing
Redesigned mobile-first PDPs with a 6-week test roadmap.
What we shipped
Meta CAPI + server-side GTM live in week 2.
New PDPs launched with A/B test on above-the-fold layout.
Weekly creative sprints producing 48 assets/month.
Google Performance Max split by product margin tiers.
Email + SMS flows synced to paid audiences for post-purchase LTV.
The numbers over time
Traffic & conversions
Channel contribution
Dashboards & screenshots
What changed
Ad spend scaled from $50k → $310k monthly (6.2x).
Blended ROAS held at 4.2x through scale.
AOV lifted from $68 → $80 via bundle offers (+18%).
New customer CAC reduced 27% despite scale.
MER improved from 2.9x → 4.0x.
"The team scaled our paid accounts from $50k to $310k/mo without breaking ROAS. Rare combination of creative and analytical."
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