How we streamlined this outdoor brand’s performance marketing to double MER in 4 weeks

How we streamlined this outdoor brand’s performance marketing to double MER in 4 weeks.

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What is MER?

MER (Media Efficiency Ratio) measures total revenue divided by total ad spend across all paid channels. As attribution has become less reliable over the past 6–12 months, MER has emerged as a more accurate, business-level metric for evaluating performance and profitability when viewed alongside ROAS.

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‍Project Overview:

This brand came to us via one of the most established eCommerce agencies operating across Australia and the US. The core infrastructure was fundamentally sound — Facebook, Google, and Klaviyo were all in place — but performance was being evaluated through a narrow, agency-centric lens.

Revenue sat at the top of the pyramid, while MER and true profitability were largely ignored. As a result, spend efficiency had deteriorated, decision-making lacked clarity, and large portions of budget were being allocated without meaningful return.

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Challenge:

The challenge was to unwind an inefficient account structure without halting revenue entirely. While some elements of the account had worked historically, execution was inconsistent and under-optimised. At the same time, significant budget was being spent on underperforming ad sets and campaigns that were no longer delivering value.

Any restructure needed to protect revenue in the short term, while creating a cleaner, more profitable acquisition framework moving forward.

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Approach:

We began by systematising the acquisition funnels across both Facebook and Google, with a renewed focus on the customer journey, message sequencing, and content delivery at each stage of the lifecycle.

From there, we aggressively cut inefficiency — killing underperforming ads and ad sets, isolating proven winners, and restructuring the account around a clear TOF, MOF, and BOF framework. Testing was separated from scale to allow clean signal collection, while high-performing segments were isolated and expanded.

On Google, we rolled out structured STAG and SKAG campaigns across the brand’s strongest verticals, supported by segmented shopping campaigns and a fully optimised Merchant Centre feed. This allowed us to regain control over spend allocation and improve performance visibility across channels.

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Result:

Within just four weeks, MER doubled — driven not by increased spend, but by structural clarity, disciplined optimisation, and a renewed focus on profitability.

• MER doubled from 2.2 → 4.4
• Improved spend efficiency across both Meta and Google
• Clearer attribution signals and stronger analytical visibility

This shift allowed the brand to move forward with confidence, knowing performance was being measured — and scaled — through a profitability-first lens.

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MER doubled, from 2.2 to a 4.4 - within just 4 weeks.