The demand was there, but the setup wasn't built to scale it profitably. Phone orders weren't being tracked, so ads that were working looked like they weren't.

‍

There was no email marketing, which meant returning traffic had to be paid for over and over to come back.

‍

Up to 29 products were out of stock at once and the ads kept spending on them. Some products were losing money once returns and shipping were counted.

‍

The creative wasn't built for an older buyer who needs to see the product working before they buy.

‍

Most importantly - growth had to come with profit, so MER couldn't drop as spend went up.

We took on Google, Meta, email and creative together, with every channel working off the same MER target.

‍

‍

Google Spend That Follows Stock

‍We added call tracking first so phone orders finally counted, and then moved budget every week towards the products that could actually ship, so scooters, power chairs and riser recliners got the push whenever stock landed.

‍

Products that lost money after returns came out of the account and that budget went to the best sellers instead.

‍

‍

Email Built From Zero

‍We built the welcome, abandoned cart, back-in-stock and post-purchase flows from scratch, and email made 6 figures in its first month before going on to drive 27% of all sales in Q3.

‍

‍

‍Creative For The Real Buyer

‍We made 44 videos by June, mixing UGC, showroom shoots and "I tried it first" demos, because an older buyer wants to see the chair fold and the scooter turn before they spend that kind of money.

‍

Meta restarted small to build up data and then grew to around 20% of spend to reach new buyers.

‍