Pulse Commerce — Paid Media Scaling
Pulse Commerce was already running ads — spending €3,000/month with a 1.8x ROAS. Their campaigns were profitable, but barely, and they didn't know why. Scaling felt like gambling. We rebuilt their entire paid media infrastructure from scratch: proper attribution via Conversion API, a full-funnel creative testing matrix, and audience architecture built around purchase intent rather than demographics. Within 90 days, ROAS jumped to 6.2x and budget scaled to €22,000/month profitably.
Tech Stack
They Were Spending €3,000/Month and Calling It "Working".
1.8x ROAS sounds fine until you do the math: after product cost, fulfillment, and overheads, they were barely breaking even on their ad spend. Every euro put in returned a euro twenty. They couldn't scale because scaling would hurt, not help.
The issue wasn't the budget. It was that nothing was built to actually perform.
What We Built
🔧 Conversion API & Proper Attribution
Most of Pulse's conversions were invisible to Meta. iOS privacy changes had killed pixel tracking. We implemented server-side Conversion API — matching real purchase events from their backend directly. Overnight, Meta could "see" 40% more of the conversions it had been generating, correcting the algorithm's behavior instantly.
🎬 Creative Testing Machine
We built a systematic creative testing matrix: 3 hooks × 3 angles × 2 formats = 18 ads live simultaneously. Each week, we culled the bottom 30% and launched fresh concepts. Winner concepts were identified within 72 hours using early CPM-to-CVR signals.
🏗️ Full-Funnel Architecture
Cold audiences → awareness-first creatives. Warm visitors → benefit-led creatives. Cart abandoners → urgency and offer creatives. We stopped sending everyone to the same ad and the same landing page.
📊 Real-Time Profitability Dashboard
We built a Looker Studio dashboard that shows ROAS, CPL, CPC, and estimated profit margin updated every hour — tied to real order data, not just ad platform numbers. Decisions are made on facts.
The Result
From 1.8x to 6.2x ROAS in 90 days. Budget scaled 7x — profitably.
- 6.2x ROAS (up from 1.8x) within 90 days
- Budget scaled: €3k → €22k/month
- 40% more conversions visible after Conversion API implementation
- Predictable growth — they can now scale knowing the unit economics