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Are Your CPAs All Over the Place? Get Hands-On Help from a Senior Media Buyer. Not Someone Learning on Your Ad Budget.
Since 2017, I’ve helped ecom brands scale through paid ads—starting with my very first Upwork review. To date, I’ve managed over $10M in ad spend. In 2024 alone, I personally ran $1.8M on Meta and $400K on Google—driving nearly $8M in revenue for brands tired of guesswork and junior media buyers.
I Combine Meta & Google Ads With a Precise, KPI-Driven Strategy Built Around Your SKU Count, Budget, and Customer Acquisition Goals.
Variable Isolation on Meta
On Meta, I use a variable isolation testing framework tailored to your daily budget and number of SKUs—so every creative, angle, creator, offer, and audience is tested with intention, not guesswork.
High-Intent Google Structuring
On Google, I build accounts block-by-block, starting with high-intent long-tail search and shopping campaigns. Ad groups are structured by your collections, margins, volume, or audience segments—whatever aligns best with your goals.
I track performance at the baseline level using third-party tools and first-click attribution, with New Customer CAC as the core KPI. No fluff. No wasted spend. Just strategic media buying built to scale efficiently and predictably.
Ecom Case Study 1: Scaling a Baby Apparel Brand to $3.87M in Revenue with Just $558K in Ad Spend
Challenge
The baby apparel market is crowded, with lookalike products, rising CACs, and every brand claiming softness and sustainability. Most competitors relied on broad targeting, generic creatives, and discounts just to survive.
Solution
This brand needed a performance strategy that went beyond pretty ads—they needed real differentiation, efficient spend, and a system that could turn attention into profitable, repeatable customer acquisition.
Result
Since partnering in 2023, we’ve generated $3.88M in revenue on $558K in ad spend across Meta and Google. New Customer Revenue totaled $1.73M from 22,993 new customer orders. With a New Customer CPA of $24.30 and a Blended CPA of just $11.77, we maintained a strong NC-ROAS of 3.09 and a Blended ROAS of 6.94. The strategy delivered $1.99M in net profit, all tracked through first-click attribution and optimized for scalable growth.
Ecom Case Study 2: Scaling a Dog Apparel Brand to $1.76M in Revenue on $225K Ad Spend
With a total ad spend of $225,652—$62K on Meta and $163K on Google—we generated $1.77M in revenue for the dog apparel brand, including $964K in new customer revenue. The campaigns delivered a net profit of $1.18M, with a New Customer CPA of $15.40 and a blended CPA of just $8.67. ROAS held strong at 7.83, with NC-ROAS at 4.28, and MER came in at 13%. In total, we brought in 14,682 new customer orders, all tracked with first-click attribution and optimized for long-term efficiency.
Ecom Case Study 3: Scaling a Pet Supplement Brand from Zero to $5.3M in Revenue
Challenge
Meta’s strict compliance rules make scaling pet supplements tricky—disapprovals and limited language around health claims are constant hurdles. On top of that, trust is low in a crowded market full of overhyped products. We had to scale fast without triggering policy issues or losing credibility.
Solution
We used variable isolation testing on Meta to find winning creatives and audiences fast.
On Google, we launched high-intent campaigns focused on real customer pain points.
Ad groups were structured by ingredients and benefits for better relevance.
Performance was tracked with TripleWhale and first-click attribution to optimize for true CAC.
Result
Starting from scratch, we drove $5.3M in revenue on $2.43M in ad spend across Meta and Google. New Customer Revenue totaled $3.99M with 23,147 new customer orders. The strategy delivered a New Customer CPA of $104.90, a Blended CPA of $71.34, and an NC-ROAS of 1.65. Overall ROAS came in at 2.18, with MER at 46%—all tracked using first-click attribution and optimized for true CAC efficiency.
Ecom Case Study 4: Turning $156K in Ad Spend into $2.5M in Revenue for a Banner Brand
Challenge
The banner market is flooded with low-cost competitors, heavy discounting, and seasonal demand swings. Most buyers shop on price, making it tough to differentiate or maintain margins. We needed a strategy that could win on intent and efficiency—not just volume.
Solution
We focused Meta spend on retargeting and upsells, while Google handled high-intent search and shopping campaigns.
Ad groups were segmented by use-case (events, businesses, celebrations) and buyer type to increase relevance and conversion rates.
With TripleWhale + first-click attribution in place, we optimized toward New Customer CAC while protecting profitability.
Result
With just $156K in ad spend across Meta and Google, we generated $2.51M in revenue and $1.96M in net profit. New Customer Revenue hit $810K, with a New Customer CPA of $35.90 and a strong NC-ROAS of 5.17. Blended ROAS reached 16.01, and the strategy delivered 4,366 new customer orders—all tracked and optimized through first-click attribution.
Ecom Case Study 5: Turning $101K in Google Ad Spend into $955K in Revenue for a Sports Apparel Brand
I partnered with a performance-driven running brand to build a Google Ads strategy from the ground up. With a focus on high-intent traffic and efficient conversion paths, the goal was to drive profitable, scalable growth without relying on Meta.
Ecom Case Study 6: Turning $129k in Google Ad Spend into $928k in Revenue for a Pet Brand
With $129K in Google ad spend, we generated $928K in revenue and delivered strong profitability. New Customer CAC stayed efficient, and the campaign scaled without the volatility of creative testing on Meta—proving that Google alone, when structured correctly, can be a high-leverage growth engine in competitive verticals.
Ecom Case Study 7: Turning $50.3K in Google Ad Spend into $198K in Revenue for a Cosmetic Brand
With just $50.3K in Google ad spend, we generated $198K in revenue. The account scaled profitably from day one, with efficient CAC and consistent conversion volume—proving that even in a brand-heavy category like cosmetics, a well-structured Google strategy can deliver real performance.
Lead Gen Case Study 1: Spending $1.13M to Generate 203K B2B Leads with Google Ads
I partnered with a B2B company to build a high-scale, lead generation system using Google Ads. The goal was clear: generate a large volume of qualified leads without sacrificing cost efficiency or lead quality.
My Proven Process & Expertise
In-Depth Analysis
I analyze your SKU structure, margins, audiences, and market position to build a media buying strategy that’s grounded in your actual numbers—not generic best practices.
Custom Strategy
I design a cross-channel strategy built around your growth goals—using Meta for systematic testing and Google for high-intent capture, all optimized for New Customer CAC.
Relentless Optimization
I continuously track performance against baseline metrics, test new variables with intention, and refine campaigns to drive efficient, scalable returns—measured by New Customer CAC, not vanity metrics.
Transparent Reporting
You get clear, no-BS reporting that highlights what matters—New Customer CAC, spend efficiency, and what’s actually driving performance.
My proven process across Meta & Google isn’t built on theory—it’s built on years of hands-on experience, $10M+ in managed spend, and a track record of helping brands scale profitably.
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My name is Marko Sekulic, and I’ve been running paid ads full-time since 2017. I’m based in Slovenia, where I live with my wife, our 3-month-old daughter, and our two dogs.
Over the years, I’ve managed over $10M in ad spend across Meta and Google, helping ecom and lead gen brands scale profitably with data-driven, no-fluff strategies. I’m not an agency. I don’t outsource your account. When we work together, it’s 1:1—because that’s the only way I know how to deliver real results.
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