Fixing the Paid Media Economics of a $4M Fashion Brand
Pulled a $4M fashion brand out of the ROAS trap and built a system that actually works.
Table of Contents
Table of Contents
The Situation
Revenue Without a Financial System to Back It
The brand was doing $4M a year with paid media as the primary growth engine. Meta and Google were running, seasonal drops were moving inventory, and revenue was climbing. From the outside, things looked like they were working. But the financial infrastructure behind those decisions simply didn’t exist.
Key Situation Factors
The Challenge
Paid Media Scaling With No Profit Visibility
Revenue was growing but profit was inconsistent month to month. The business had real momentum but every scaling decision was being made without the numbers to back it up. The problem wasn’t the ad spend. It was the complete lack of visibility into what that spend was actually doing to the bottom line.
Key Risk Factors
- ROAS declining despite higher spend
- Contribution margin never tracked
- True CAC by channel completely unknown
- No break-even ROAS or cash flow visibility
- AOV too low to support rising acquisition costs
- Inventory decisions disconnected from marketing performance
- Growth decisions made with no forward financial modeling
Our Approach
Our Approach
We didn’t just look at the ad account. We built the financial infrastructure the business was missing, then used it to find where money was leaking and where it needed to go.
1
Step 1
Set Up the Board Cadence
Locked meeting dates upfront, set a pre-read process one week before every meeting, and defined who owned what across the CEO, CFO, and board chair. Meetings had agendas, minutes, and action-item tracking so nothing fell through the cracks between sessions.
2
Step 2
Put Structure Around the Close and KPIs
Set a weekly leadership meeting rhythm, defined the month-end close window with a hard target of the 15th and no later than the 21st, and built KPI dashboards with named owners across sales, marketing, and finance.
3
Step 3
Built the 13-Week Cash Flow Model
Modeled weekly inflow targets against operating outflows of roughly $197K per week excluding rent and $250K including rent. Rent scenarios, funding needs, and runway were visible in one place and updated on a consistent basis.
4
Step 4
Tied Everything to a Budget and Growth Plan
Pressure-tested unit-level labor costs, revenue targets, and cash break-even assumptions at the location level. Set the FY2026 budget deadline at January 31 with year-end financials due February 15 and assigned clear ownership across the leadership team.
1
Step 1
Built Financial Clarity Infrastructure
Weekly reporting on blended ROAS, contribution margin, channel CAC and LTV by cohort. The founder could finally see what each dollar of ad spend was actually returning.
2
Step 2
Found Where Money Was Leaking
Google traffic had a materially better 90-day LTV than Meta cold audiences. High-spend campaigns looked good on the dashboard but were quietly compressing margin at the bottom line.
3
Step 3
Moved Budget to What Actually Worked
Cut inefficient cold prospecting by 18%, shifted toward high-intent search, introduced bundling to lift AOV and fixed the checkout flow that was bleeding mobile conversions.
4
Step 4
Built a Forward Planning Model
Set break-even ROAS thresholds, tied ad spend to inventory purchasing and built scenario models. The founder could stress-test decisions before making them.
The Turning Point
When ROAS and Margin Aligned
Three months in, the numbers started moving in the right direction. Blended ROAS hit 3.5 for the first time in 8 months. Contribution margin was finally positive. Cash flow was no longer a source of stress.
Quantitative Results
Results After 6 Months
Metric
Before
After
Growth
ROAS
2.1
4.3
+105%
Revenue Growth
—
+38% YoY
+38%
Customer Acquisition Cost
High
Reduced
-27%
Conversion Rate
1.8%
3.5%
+94%
Average Order Value
$78
$102
+31%
Qualitative Results
When the Business Starts Running on Clarity
The numbers improved fast. But the more lasting change was how the business started operating day to day. With the right financial infrastructure in place, decisions that used to feel like guesses became straightforward calls backed by real data.
Key outcomes
- Founder gained full visibility into unit economics for the first time
- Marketing team aligned around profitability over vanity metrics
- Big decisions stopped being gut calls and started being modeled out
- Scaling ad spend no longer felt risky because the numbers justified it
Testimonial.
“Partnering with Frak Finance was transformative. Their strategic insights didn’t just double our
ROAS—they gave us the clarity to scale with confidence.”
Key Takeaways
Key Takeaways
Revenue Without Margin Is a Trap
Growing revenue on top of invisible margin is just a faster way to run out of cash.
Bad Ads Aren't the Problem
Most DTC brands aren't losing to bad ads. They're losing to a lack of financial clarity behind them.
You Can't Scale What You Can't See
You can't confidently scale spend if you don't know your CAC, your contribution margin, or where your break-even ROAS sits.
Clarity Makes Scaling Obvious
When those numbers are in front of you, scaling stops feeling like a leap of faith.
Client Profile
Industry
DTC Women’s Fashion (E-commerce)
Company Size
~$4M Annual Revenue
Timeline
6 Months
Stage
Scaling
Engagement Type
Growth Planning
Contribution Margin Analysis
Paid Media Financial Modeling
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