Northbound Outfitters

Rebuilt the paid acquisition stack and inventory-aware ad pacing for a fast-growing outdoor brand. Took blended CAC from $84 to $39 in two quarters.

Engagement: 8 months
Services: Performance Marketing Amazon Marketplace Web Engineering

— Outcomes

−54%

Blended CAC

3.8x

Blended ROAS

+62%

Profitable ad ceiling

Stockout weeks

— The Challenge

Where they were stuck.

Northbound had scaled to $12M ARR on Meta and Google but plateaued — blended CAC was climbing every month, attribution was opaque, and the team was making bid decisions from spreadsheets exported the night before. A new product line was about to launch with no measurement plan in place.

— The Approach

What we built
and in what order.

01Rebuilt server-side conversion tracking via the Conversions API and a clean GA4 implementation tied to Shopify order data.
02Restructured Meta and Google accounts around contribution-margin tiers rather than product taxonomy.
03Stood up a forecasting model that synced live inventory levels into ad pacing — campaigns auto-throttled for low-stock SKUs.
04Launched a Reels-led organic motion to reduce paid dependency on top-of-funnel awareness.

Sample case study — replace with real client outcome.