The numbers
- Time frame: 30 days
- Before → after: store revenue up 300%, after two previous agencies
- Who did the work: me, managing Meta, Google and tracking directly
- +300%
- total store revenue
- 2.8x
- ROAS, Meta + Google
- -40%
- customer response time
- 100%
- Amazon launch-ready assets
The situation
Shift makes 0.0mg blanks, clean zero-nicotine pouches for people who want the ritual without the substance. It's a new category that has to be explained before it can be sold, and by the time I took over, Shift had already been through two other agencies. Ads, email and tracking were all running in silos, prospecting and retargeting weren't connected, and nobody had a clear read on what was actually driving revenue.
What I did
- Took over ad management across Meta and Google and rebuilt the account structure around clear funnel stages, refreshing creative on a steady cadence instead of leaving it on autopilot.
- Rebuilt tracking and attribution from scratch: pixels, Conversions API, server-side events and UTM hygiene, feeding one reporting view instead of four disconnected platforms.
- Built low-CPM, education-led top-of-funnel prospecting to introduce a new category to cold audiences, paired with intent-based Google campaigns and Meta retargeting to convert warm traffic.
- Set up proactive customer support workflows to handle common questions before they became tickets, and built the roadmap and launch assets for Amazon and Walmart expansion.
The result
In 30 days, total store revenue grew 300% and Meta plus Google combined returned 2.8x ROAS. Customer response times dropped 40%, and Shift had a full set of Amazon-ready launch assets in place for its marketplace expansion.