Selected case studies.
2024–2026
When 17× ROAS isn’t profitable: rebuilding three pool brands around margin, and selling them
"The client was running a 17× ROAS and losing money. We rebuilt three pool brands around margin instead of revenue. The business was eventually acquired."
A 17× ROAS that wasn't making money, three storefronts pulling against each other, and a brand-new owned product line with no traction. We rebuilt the portfolio around margin and the buyer journey across brands. The business was acquired.
2024–2026
Growing organic revenue 60% in the year SEO collapsed
"2025 was the year SEO traffic collapsed for most brands. We grew organic revenue 60% by going the other direction and locking down commercial queries while everyone else chased blog traffic that was already vaporizing."
A ladder reseller competing against the manufacturers it sells. We rebuilt their commercial query coverage at the category-page level and watched organic revenue grow 60% on flat traffic in a year SEO was supposed to be dead.