2.O Commerce
One connected funnel across Google, Bing, Meta and TikTok — built, measured and operated to the margin.
Expand revenue
across every channel
that sells.
Google, Bing, Meta and TikTok — one connected funnel, operated by a single senior hand. We build awareness, engage, retarget and capture high-intent buyers while holding the line on AOV, CAC and LTV.
Most brands do not have a traffic problem. They have an architecture problem — channels bought separately, measured separately, and optimised against numbers that quietly disagree with the P&L.
We operate the whole surface as one system. One measurement standard, one merchandising taxonomy, one creative pipeline, and one number that decides whether a decision was correct: contribution margin after acquisition cost.
Everywhere your buyer already shops.
Six surfaces, one operating standard. Each is built, instrumented and merchandised by the same hand, so the funnel behaves as a single instrument rather than six competing ones.
Search & Performance Max
Intent capture at scale
Query-level governance, brand and non-brand separation, asset-group architecture built by margin tier rather than by product count.
- Search term sculpting
- Asset group by margin
- Bid strategy calibration
Shopping & Merchant Center
Feed health, PLA dominance
A feed is a merchandising surface, not a data export. Titles, attributes, custom labels and disapproval hygiene maintained weekly.
- Title & attribute rewrite
- Custom-label segmentation
- Disapproval monitoring
Bing Search & Shopping
Cheaper high-intent clicks
The channel most brands leave on the table. Older, wealthier audiences converting at materially lower cost per order.
- Import with overrides
- Audience network control
- Shopping feed parity
Ads, Shop & Commerce
Advantage+ catalog scaling
Catalog-first structures with clean signal: CAPI deduplication, value optimisation, and creative volume built for the algorithm.
- Conversions API
- Advantage+ shopping
- Creative testing cadence
TikTok Shop
In-feed native checkout
Native checkout, GMV Max, affiliate seeding and live commerce operated as a revenue line — not an experiment.
- GMV Max campaigns
- Affiliate seeding
- Live shopping calendar
Influencer & UGC
Creator-led demand seeding
A managed creator bench producing weekly, briefed against the hooks that actually moved product last month.
- Creator sourcing
- Hook libraries
- Whitelisting & Spark ads
Email & Lifecycle
Owned revenue, zero CAC
Klaviyo-grade lifecycle programmes: welcome, browse and cart recovery, post-purchase and winback — segmented by margin tier and purchase cadence, with deliverability managed as an asset.
- Flow architecture & segmentation
- Campaign calendar & A/B testing
- Deliverability & list hygiene
One funnel. Four moves.
Demand is manufactured upstream and harvested downstream. Run in the wrong order, paid search simply buys back customers you already had.
Build Awareness
Creator-led UGC and broad social reach seed the market and teach the algorithms who your buyer is.
Measured on new-to-brand reach and assisted revenue, not vanity impressions.
Engage
Dynamic creative testing across Meta and TikTok finds the hooks that actually move product.
A weekly creative cadence with a documented winner-and-retire discipline.
Retarget
Catalog and display loops recover abandoned sessions before the intent decays.
Frequency capped, margin aware, and suppressed against recent purchasers.
Capture High Intent
Google and Bing Shopping harvest the demand you created — at the lowest cost per order.
Feed and bid discipline convert the demand upstream channels manufactured.
How the engagement actually runs.
Four phases, published in advance, with the standard of work defined before anyone signs anything.
Diagnostic
A forensic read of account structure, feed integrity, measurement accuracy and contribution margin by channel. You receive the findings whether or not we work together.
Foundation
Store, catalog, tracking and channel architecture rebuilt to a single standard: server-side measurement, clean taxonomy, margin-tiered segmentation.
Activation
Channels brought live in sequence — capture first, then engagement, then awareness — so every dollar of demand created has somewhere efficient to land.
Compounding
Weekly operating rhythm, monthly contribution review, quarterly scope reset. Creative, feed and bid work continues against a published roadmap.
Three accounts, three corrections.
Names withheld by agreement. The mechanics are the point.
Silos removed, CAC re-based
Awareness on TikTok was measured in isolation and starved of budget. Re-attributed against blended contribution, it became the cheapest source of Google demand in the account.
Feed rebuilt, Shopping unlocked
Nine thousand SKUs carried supplier titles and no margin labels. A full rewrite and custom-label tiering moved Shopping from a rounding error to the primary capture channel.
Signal restored, spend scaled
Browser-side tracking was losing a third of conversions. Server-side GTM and CAPI deduplication returned the signal, and the algorithms did the rest.
Growth that survives the P&L.
Three numbers govern every decision in the account. Everything else is commentary.
Bundling, thresholds, and upsell placement raise the ticket.
Channel-level bid discipline keeps paid efficiency honest.
Retention flows and repeat-purchase loops compound margin.
They stopped treating channels as silos. Awareness on TikTok now feeds capture on Google — and our CAC finally moved in the right direction.
The diagnostic alone was worth more than the last two agencies combined. It read like an audit, not a pitch deck.
Every meeting is a contribution-margin conversation. That is a very different relationship than reviewing ROAS screenshots.
Before you enquire.
A fixed-scope foundation build followed by monthly management. Management is priced by scope or as a share of gross, and reviewed every ninety days against the work actually required.
No. The practice carries a limited number of accounts so that senior attention is real rather than nominal. Fit is decided during the diagnostic, and we say no more often than yes.
The operator you meet is the operator in your account. There is no handover to a junior team after signature, and no pooled service desk between you and the person making the decisions.
Read access to your ad accounts, analytics and store, plus a single decision-maker who can approve creative and merchandising changes without a committee.
Measurement and feed corrections typically move reported performance within two to three weeks. Structural gains in contribution margin usually read clearly by the end of the first quarter.
Ready for 2.O?
A complimentary omnichannel teardown: channel gaps, funnel leaks, measurement integrity, and the AOV / CAC / LTV mathematics behind your next quarter. Delivered in writing, yours to keep.
Limited to a small number of accounts each quarter