Scaling revenue 4.2× in 12 months through integrated paid media
Multi-Category Online Retailer
Revenue scale in 12 months
Blended return on ad spend
Average customer payback period
Growth in active customer count
The retailer had grown to AED 18M in annual revenue through word-of-mouth and organic social. The founders wanted to scale to AED 75M within 12 months. They had no paid media track record, no attribution infrastructure, and limited internal marketing capability.
We designed a phased programme — starting with measurement infrastructure, moving to a carefully controlled paid media activation, and scaling budgets systematically as performance validated unit economics. We maintained a strict CAC payback discipline throughout.
- 01
GA4 and server-side tracking implementation
- 02
Google Performance Max and Meta Advantage+ activation
- 03
Dynamic product ads across 12,000 SKU catalogue
- 04
Category-level ROAS targets with automated budget allocation
- 05
Customer segmentation enabling lookalike expansion
- 06
Email and SMS retention programme limiting overall CAC payback to 90 days
The retailer closed the year at AED 76.3M — marginally exceeding the ambitious target. More importantly, the programme was built on unit economics that remained profitable throughout the scaling process. The business raised a Series A in the following quarter, citing the marketing performance data as a core part of the investor narrative.
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