Ad profit up 38% while ad spend fell 30%.
We cut waste across channels, then found that the site, not the ads, was the bottleneck: mobile conversion was under 0.7% on 85% of traffic. We moved to a mobile-first AI-built theme with stronger value messaging. Year to date, blended CPA fell 22% and attributed ROAS rose 30%, with ad spend kept under 10% of revenue and Meta ROAS around 7 on a 40% budget increase. The brand also became the most-mentioned brand in tracked AI answers (12% share).