Case study
Reducing acquisition cost while scaling volume.
A D2C ecommerce engagement that restructured paid campaigns and product pages to grow revenue at a lower cost per customer.
- Client
- Northlane Commerce
- Industry
- Ecommerce
- Service
- Google Ads + Website
- Engagement
- 4 months
Performance snapshot
Customer acquisition cost
-27%
Paid revenue
+44%
Pipeline trend
-27%
Customer acquisition cost
Lower cost to acquire each new customer.
+44%
Paid revenue
More revenue from paid channels at the same efficiency.
3.1×
ROAS
Stronger return on ad spend across search and social.
The challenge
Northlane was growing, but every extra rupee of ad spend brought less return. Campaigns overlapped, product pages converted poorly on mobile, and creative had not been refreshed for months.
- Search and social campaigns competed for the same buyers.
- Mobile product pages had a high drop-off rate.
- Ad creative was rarely tested.
- Budget decisions relied on platform-reported numbers.
What we did
- 01
Clean up campaign structure
Removed overlap and organized campaigns by product line and buying intent.
- 02
Refresh creative
Introduced a steady rhythm of creative tests with clear hypotheses.
- 03
Fix mobile product pages
Simplified layout, speed and checkout entry on key product pages.
- 04
Scale in steps
Raised budgets gradually where cost per customer stayed stable.
Results
Key metrics before and after
Indexed comparison, before = start of engagement
Paid revenue
Customer acquisition cost
Pipeline contribution over 4 months
Normalized index, month 1 = 100
Client testimonial
“We finally scaled spend without watching margins disappear.”
Clear structure and steady testing made every budget increase feel safe instead of risky.
Rohan Shah
Growth Lead · Northlane Commerce
