Executive Summary

When Blue Sense Digital began the partnership with Grampian Goods Co’s in October 2024,
revenue was heavily seasonal – spiking at Black Friday then dipping the rest of the year.
Within our first month, we smashed break-even targets, delivering 2.2× period-on-period
growth over Black Friday benchmarks. By March 2025, off-season revenues were already
exceeding prior Black Friday peaks – and from March through May the brand posted 10–15%
month-over-month growth, setting three consecutive all-time-high months.

Challenges

Seasonal Peaks Only: Revenue surged at Black Friday but collapsed in the
off-season.

Break-Even Goals: Needed rapid growth in October 2024 to avoid losses.

Fragmented Ad Strategies: Google and Meta accounts lacked unified testing, data
assurance, and scaling frameworks.

Unpredictable Monthly Revenue: Wide swings made forecasting and resource planning difficult.

Solutions

Data-Driven Audit & P&L Modeling
- Built a normalised P&L blending Shopify and ad-spend data, slicing out first-time vs. returning customer profit contribution.
- Introduced a 30-day LTGP:CAC benchmark to guide scalable budget decisions.
Google Ads Optimisation
- Performance Max: Validated genuine cold-traffic conversions, then carefully scaled budgets to add incremental acquisition while monitoring back-end revenue lift.
- Shopping vs. Max Consolidation: Phased out overlapping Shopping placements on branded terms, reallocating spend into high-ROI product campaigns.
- Brand Search: Cut CPCs ~20×
Meta Ads Restructure
- Migrated all campaigns to 7-day click attribution and enforced zero budget for existing customers – focusing solely on new-prospect acquisition.
- Launched an ABO testing campaign: bundle 3–5 creatives per concept, gauge winners against KPIs, retire losers.
- Rolled winners into a dedicated “Advantage+” scaling campaign, ensuring 0% spend on past customers and crisp audience exclusions.
- Scaled creative velocity, driving fresh engagement and combatting creative fatigue.
Sustainable Growth Planning
- Instituted rolling three-month revenue forecasts tied to creative volume requirements.
- Built “first-time customer” dashboards to track unit economics and inform real-time bid/budget adjustments.

🚀 Results

2.2× Growth period-on-period in our first month (November ’24 Black Friday)
Off-Season Peak Achieved: March 2025 revenues surpassed prior Black Friday highs
10–15% MoM Growth sustained from March through May (time of this publication)
Profit Contribution ▲ 2.18× across the P&L vs. pre-partnership
First-Time Customer Profit ▲ 2×
New-Customer Cohorts ▲ 2.32× vs. prior two-year average
Three All-Time-High Months in a row (Mar–May 2025)
Forecasting Triple-Digit Growth into Q4 2025