Case Study · Coop Home Goods · DTC · Home & Sleep
Declining ROAS. Stale Campaigns. A Brand Ready for a Different Outcome.
When Coop Home Goods came to us, performance had been trending in the wrong direction for months. Their previous agency was running the account on autopilot — same campaign templates, same audience buckets, no meaningful creative iteration. ROAS had dropped to 140% and was still falling. We rebuilt the account from the ground up, reached 265% ROAS, and helped position the business for a successful exit.
265%
ROAS Achieved
up from 140% under prior agency
~2x
ROAS Improvement
in the same account
Exit
Business Outcome
brand sold after turnaround
3
Core Fixes
targeting, creative, management
The Challenge
Three Bottlenecks That Were Killing the Account.
Coop Home Goods had a strong product and genuine brand equity. The problem wasn’t the business — it was the account management. The prior agency had built a system that was easy to maintain but impossible to grow.
Three things were getting in the way:
- Template-based campaign management. Every campaign followed the same launch formula regardless of product, audience behavior, or what the data was actually showing. Structure never changed because changing it required judgment, and judgment wasn’t part of the process.
- Budget allocated to stale campaigns. Spend was distributed across audience segments that had long since stopped performing. Underperforming ads stayed live because no one was making active decisions. The budget was working against the account.
- No real creative testing. Creative iteration had stalled. The same formats, angles, and messaging were running on repeat. There was no systematic process for identifying what was fatiguing, testing new angles, or scaling what was working.
The previous three-month ROAS had fallen to 140%. Coop needed a reset, not a refresh.
The Strategy
Precision Targeting. Fast Creative. Real Decisions.
Audience Consolidation and Precision Targeting
We started with a full audit of historical performance data to identify which audiences were actually generating profitable conversions and which were just consuming budget. We cut redundant and wasteful ad sets, simplified the campaign structure, and concentrated spend into the segments where profitable demand already existed. Fewer, better-targeted campaigns outperformed the previous sprawl immediately.
Creative Testing as the Primary Growth Lever
We made creative performance the center of the strategy rather than a secondary concern. The team launched continuous tests across new hooks, new offers, different messaging angles, founder-led assets, benefit-driven ads, social proof creatives, and fresh formats. When the data signaled an opportunity, we moved quickly. When something was fatiguing, we replaced it before it dragged down the account. The account was always running fresh creative with clear performance signals guiding every decision.
Active Account Management, Not Maintenance
The most important shift was replacing the previous “set-and-maintain” approach with genuine active management. Losing ads were turned off quickly. Winners were scaled decisively. Budgets were reallocated in real time based on what the data was showing — not a template or a schedule. Every decision was driven by performance. That sounds obvious, but it’s the thing most agencies stop doing once an account is stable.
Most underperforming accounts don’t need more spend. They need better decisions.
The Coop turnaround came from replacing rigid SOP-based management with strategic targeting, fast creative iteration, and disciplined daily optimization. Same product. Same market. Different decisions.
Results
140% ROAS Became 265%. Then the Brand Sold.
Key Takeaway
Most Underperforming Accounts Don't Need More Spend.
They need better decisions.
Coop Home Goods had a strong product and a real customer base. What it didn’t have was an agency making active, data-driven decisions every day. Replacing rigid SOP-based management with strategic targeting, fast creative iteration, and disciplined optimization transformed a declining account into a profitable growth engine — and helped the founders exit on their terms.
Your Agency Running on Autopilot?
If your brand is dealing with rising CAC, stale creatives, or an account that has stopped improving, we can help. We rebuild growth systems that actually scale.