Increased revenue by 453% (7‑figures) in 18 months
Clean Like A Pro already had the product and the customers, so our first job was a lean Meta and Google setup to prove the demand. When it did, we rebuilt the accounts around each type of buyer, with creative and offers to match, and gave paid room to break even on the first order so the budget could climb without the cost per customer climbing with it. Over 18 months ad spend grew nearly 7x, cost per acquisition fell 9% and store revenue rose 453%, taking the brand from six figures to well into seven.
+453%
YoY revenue growth
-9%
Cost per acquisition
7x
Growth in ad spend
30+
Persona-led campaigns
The challenge
Scaling a profitable account without breaking it
Clean Like A Pro is a founder-led business with more than 25 years in residential and commercial cleaning, and a loyal following to show for it. Our first build for them was deliberately lean: consolidated Google and Meta accounts, broad targeting and a tight set of creative. It did its job, bringing in customers at a strong return on modest spend. With the demand proven, the next stage was scale: putting far more budget to work without the cost per customer climbing with it.
But a lean build carries one message to everyone, and that runs out of room as spend grows. Paid was also being judged on first-order profit, which caps how hard you can push. Both had to change before the budget could.
Put more money into the account as it stood and the cost per customer would have climbed with it, which is what usually happens when a brand scales this fast. The structure and the scorecard both had to change first.
What was the problem
- No campaigns built around distinct buyers. Professional cleaners, renters and first-time customers all sat in the same consolidated campaigns, so there was no way to put more budget behind the buyer that was actually converting.
- No creative made for each audience. A tight set of creative had done the job at modest spend, but one message asked to work for every buyer wears out fast once the budget climbs.
- No clear first purchase for each buyer. Nothing told a new customer which product to start with, so first orders were smaller and harder to win than they needed to be.
- Acquisition and retention judged as one number. Paid was held to first-order profit, so every new customer had to pay for themselves on day one, with no credit for what they bought next.
The solution
We split the accounts by buyer before we turned the budget up
We broke the consolidated build into campaigns for each buyer type and stage, so professional cleaners, renters, new customers and returning ones each had their own line with its own creative and offer. Bundles like the Ultimate Pro Pack and the Starter Pack gave every buyer an obvious first order. Then we changed what paid was held to: a cost per acquisition target with agreed room to break even on the first order, managed on business metrics rather than in-platform ROAS. With the structure and the scorecard in place, we could raise the budget with confidence, stepping it up on an always-on base rather than in bursts.
The whole approach came down to one principle: paid buys the customer, email earns the profit.
What we built
Every piece was built so more budget bought more customers, not pricier ones.
Campaigns built buyer by buyer
30+ live campaigns for professional cleaners, renters, new customers and remarketing, alongside product lines and affiliate content, each with its own budget and target.
Creative and offers for each buyer
A standing library of video and static for every audience and stage, plus bundles like the Ultimate Pro Pack and Starter Pack that gave each buyer an obvious first order.
Budget stepped up on an always-on base
Highest-volume bidding and per-campaign daily budgets kept the base running all year, with Black Friday and the birthday sale layered on top. Purchases grew 7.5x.
Break-even guardrails
A CAC target with agreed room to break even on the first order, managed on business metrics rather than in-platform ROAS and CPA, so spend could rise without guesswork.
The result
The more we scaled, the less each customer cost
Store revenue grew 453% and orders 491% while ad spend rose nearly 7x, and cost per acquisition still fell 9%. That is the opposite of what usually happens when the budget goes up this fast, and it took the brand from six figures to well into seven in 18 months. Google Ads, built from scratch, averaged an 11x ROAS with 80 to 90% of its budget on non-brand search.
Scale worked because the foundation was already proven. Once every buyer had their own campaign, creative and offer, the extra budget had somewhere useful to go, and repeat purchase even rose through a flood of first-time buyers, which normally drags it down. The growth has since paid for a second warehouse, and after more than 25 years the founders have taken their first-ever holiday.
What our clients
say about us
“As a new business, we had no idea how to run and scale ads. We were burnt by previous agencies who made big promises but didn’t deliver. The Pulp team have been a game-changer for us. From day one, they’ve been nothing but professional, reliable, and on top of the latest strategies. They consistently bring fresh ideas and innovative approaches that deliver incredible results. Pulp exceeded our expectations which gave us the confidence to trust in their expertise to help us reach and exceed our goals.”
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