How this brand achieved a 20 MER in the middle of a global pandemic

How this brand achieved a 20 MER (Media Efficiency Ratio) in the middle of a Global Pandemic.

This case study outlines how we partnered with this brand to generate over $670K in revenue, while spending just $31K on ads, during one of the most volatile periods in eCommerce.

Overview:

In July 2021, two of Australia’s most populated states, New South Wales and Victoria — entered lockdown simultaneously. While buying behaviour typically increases during lockdowns, success is never guaranteed. What mattered was how the opportunity was executed.

This case study breaks down the strategic decisions that allowed us to leverage market conditions, scale revenue efficiently, and maintain exceptional media efficiency throughout this period.

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Approach:

By combining strong product demand with a differentiated offering and disciplined optimisation, we were able to scale revenue without increasing ad spend.

We worked closely with our internal development team to build two custom product builders for the brand’s top-selling products. This created a unique offering in a highly competitive and fast-moving market, helping the brand stand out while increasing conversion intent.

From there, we implemented segmented product funnels within a single ad account — an approach we use when managing multiple product verticals. This allowed each customer journey to remain specific to the product they had engaged with, while ensuring relevant content was delivered at every stage of the funnel.

Rather than scaling spend, we focused on efficiency. Poor-performing ads were removed early, spend was redirected once ads reached half the typical cost per acquisition, and fresh creative variations were introduced continuously. With extended hands-on monitoring, testing, and optimisation, we were able to respond quickly to any performance fluctuations and ensure the majority of budget was consistently allocated to top-performing ads.

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Results:

Over $670K in revenue was generated from just $31K in ad spend across Google and Facebook — achieving a 20 MER.

All four product funnels generated over $100K in revenue each, managed within a single ad account through smart segmentation and efficient funnel design.

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Platforms/Channels Utilised:

• Shopify Plus
• Facebook Ads
• Google Ads

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Revenue scaled without increasing ad spend — driven by product-led strategy, segmented funnels, and disciplined optimisation.