Most agencies talk about “scaling profitably.” Few actually do it.
Scaling ad spend 6.7x is easy. Maintaining efficiency while doing it? That’s the hard part. Improving ROAS by 10.8% while scaling? Nearly impossible—unless you rebuild the entire approach from scratch.
In February 2025, a premium pet brand came to us with a problem their previous agency couldn’t solve: a retargeting-heavy strategy had created a hard scaling ceiling. Budget was trapped chasing the same small audience repeatedly. New customer acquisition had stalled. The goal was ambitious: $100K monthly contribution margin while maintaining 3x+ blended ROAS.
Ten months later, net profit had grown 393%—from $114K to $563K monthly.
This is how we did it.
The situation was frustrating but familiar. Here was a well-positioned brand with a strong product—a modern kibble dispensary solving real feeding problems for pet owners—yet their paid media strategy had hit a wall.
The mandate was clear: prove we could scale efficiently in the first month, then take full control to execute a systematic growth strategy.
We rebuilt the account around a principle we call “budget surfing”—actively reallocating spend based on real-time performance signals rather than setting static budgets and hoping for the best.
Traditional agencies set campaign budgets weekly or monthly. We reallocate daily—sometimes multiple times per day—based on what’s actually working in the moment.
When a creative or audience segment shows strong early signals (low CPA, high conversion rate, stable performance at higher spend), we shift budget aggressively toward it. When performance dips, we pull back immediately. This dynamic approach prevents wasted spend and keeps dollars flowing only toward proven winners.
The results speak for themselves: we went from $71K contribution margin in August to $105K in October (goal achieved), then peaked at $563K net profit in November. Budget surfing was the primary driver behind this trajectory.
Rather than spreading testing, retargeting, and evergreen campaigns across fragmented structures, we consolidated them to improve Meta’s learning efficiency and give us tighter budget control.
This consolidation allowed us to:
With 40+ new creatives launching monthly across images and videos, we maintained constant creative refresh to prevent fatigue at higher spend levels.
The winning combination that sustained performance: native-style demonstration ads + scripted UGC videos + feature/problem-focused static images. Whenever we broke this format mix, performance trended down—proving that creative discipline matters as much as creative volume.
Creative sourcing evolution:
Testing wasn’t random. We informed every creative with customer reviews, ad comment feedback, and hypothesized personas—ensuring volume had direction.
One surprising discovery: the advertorial landing page and even the homepage converted at a higher AOV than the standard product page.
We got intentional about funnel routing: new creatives tested on the product page first to establish baseline performance, then promoted to the advertorial only after proving efficiency. This let us manage CPA increases strategically—accepting slightly higher acquisition costs only when supported by meaningfully higher order values.
This same approach now guides holiday sale execution, where we route traffic based on offer type and customer intent rather than defaulting everything to product pages.
Complex targeting wasn’t the answer. We tested multiple lookalike variations, identified top performers, then consolidated them into a single control audience. Simpler structure, better learning, more efficient delivery.
We didn’t let underperformers linger hoping they’d improve. New creatives and audience tests were evaluated on early signals and either scaled or cut within days.
The combination of organic-style videos, scripted UGC, and feature-focused statics created a resilient creative ecosystem. Breaking this balance caused immediate performance drops.
After proving efficiency in month one, we took full ownership of strategy and execution. From there, performance improved through fast pivots, tight budget control, and constant reallocation toward what was working.
This wasn’t luck or a one-time win. It was a system built around budget surfing, batch creative testing, audience consolidation, and funnel optimization—scalable across other accounts facing similar challenges.
Ready to Scale Your Facebook Ads Profitably?
This brand didn’t scale by accident. They scaled through systematic budget management, disciplined creative testing, and constant optimization—all while maintaining the efficiency metrics that matter for sustainable growth.
If you’re ready to:
