Six years running paid, lifecycle and content marketing for ecommerce and not-for-profit brands, from a solo skincare retailer to national donor campaigns, where the only metric that mattered was the one after the dollar sign.
The 51x ROAS campaign on Meta came from a deliberate creative approach rather than luck: pulling the elements that had worked across previous top-performing campaigns and combining them into five distinct creative variants inside one flexible ad, then letting Meta's testing find the winner rather than guessing upfront.
The bigger structural fix was on spend efficiency. Campaigns were originally organised by project and appeal type, which made sense on paper but got genuinely hard to manage once you're running dozens of concurrent appeals across multiple countries at once inside a TOF/MOF/BOF funnel. Restructuring ad sets by country instead of by appeal type cut through that complexity and stopped a lot of quiet, wasted spend, saving roughly $1 million in ad spend against the prior year while donations still grew.
Also built a new DTC gifting brand from scratch on a one-week deadline, tied to a major seasonal gifting period the organisation wanted to move inventory around. Built the Shopify store end to end, used Higgsfield to animate the brand's characters for organic and paid social, and cast a family for UGC-style video ads that ran on Meta, generating 35 sales in the first week live.
Also ran paid ticketing campaigns across Meta and Google for two live events, drawing roughly 15,000 attendees at Flemington Racecourse in Melbourne and 7,000 at Fairfield Showgrounds in Sydney.
"You saved us a million dollars that would've gone to Zuckerberg."
Bulent Unal, CEO, Sadaqa Welfare FundGoogle Ads pointed at a lead form plus Meta lead-generation ads drove roughly a 400% increase in showroom visits for adjustable bed and massage chair demos, but the store had no way to actually track a physical visit as a conversion once someone walked in the door.
Built a workaround from scratch to close that gap: a QR code for showroom staff to scan before starting each demo, linking to a short qualifying form. Every submission triggered an email with the visitor's answers, which made it possible to manually attribute real showroom conversions back to the specific online campaign that drove them, something neither Meta nor Google could do on their own.
Alongside that, ran paid media, Klaviyo lifecycle flows and peak-trading campaigns, including Black Friday, across three international Shopify stores in AU and NZ.
"We've been getting a whole lot more people coming into the showroom. What kind of magic are you working at that computer?"
Scott Ranger, Managing Director, Sleeptime