30/06/2026
Last week we hit a milestone with one of our clients, and it reminded me why I love this work.
A few weeks ago, my business partner Raph Sebbag and I sat down with a really successful business owner to talk about his digital marketing strategy for one of his newer eCommerce startups. The business was doing $10k p/week in revenue. A good start, but not where he wanted it.
Before I could even open my mouth, he said: "We need a clear revenue and margin target for this campaign. I want to hit $20k p/week."
No fluff or vanity metrics. Just a clear number, and the margin context to make sure hitting it would actually mean something.
That told me everything I needed to know about why he's successful.
Last week, we hit just over $20k p/week.
Here's what that kind of clarity unlocks... You stop optimising for clicks and start optimising for outcomes. Your team knows exactly what success looks like. Every decision - budget, bidding, creative - has a filter to run through. And you can actually tell if it's working.
Many eCommerce businesses we meet are tracking the wrong things, or tracking the right things without targets attached to them.
Revenue target. Margin. ROAS. That's the triangle that makes performance marketing predictable.
If you're running paid search on your eCommerce store (or any business for that matter) and you can't answer "what does winning look like this month?" - that's the place to start.
We wrote about this in more depth on our blog here: https://lnkd.in/gngartns.
But to be honest, the principle is simple: successful business owners set targets first. Then they work backwards.
