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Iced Stuff
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Case Study — E-Commerce · Poland

ICED
STUFF.

From chaotic growth to a structured, profit-first scaling system. How we transformed reactive ad spend into a controlled growth engine — and what the numbers looked like when we did.

Client
Iced Stuff
Industry
E-Commerce / Jewelry / Street Luxury
Market
Poland (Primary)
Channels
Meta · Google · TikTok
Engagement
Performance Marketing & Growth Strategy
~9x
Peak ROAS
Up from ~5x
~5–6
Peak MER
Up from ~3–4
~2M
Peak Month Revenue
PLN
4x
Ad Spend Scale
50K → 200K PLN/mo
+30%
YoY Revenue Growth
Controlled & profitable
01 — The Challenge

High growth.
No structure.

When we started in April 2025, Iced Stuff wasn’t lacking demand — it was lacking structure. The business was operating in a high-growth but chaotic state.

The core issue wasn’t performance. It was the absence of a scalable growth system.

Problem
Reactive Budgets
Budget decisions were emotional, not strategic. Spend went up when things felt good, down when things felt bad — with no forecasting logic behind either.
Problem
Discount Dependency
Heavy reliance on promotions without clear profitability control. Discounts were driving sales but eroding margins — and brand perception was starting to follow.
Problem
No Scaling Logic
Performance varied significantly across campaigns. There was no structured process for deciding when to scale, hold, or cut — every decision was made in the moment.
02 — The Objective

Three clear
priorities.

01
Increase Profitability While Scaling Revenue
Not just more revenue — more profitable revenue. Every scaling decision had to pass a margin test first.
02
Build a Structured, Repeatable Growth Engine
Replace reactive decision-making with a systematic approach: Audit → Structure → Scale → Repeat.
03
Maintain Premium Brand Perception
Run aggressive promotions without diluting the brand. High urgency, smart execution, no race to the bottom.
03 — The Approach

Five systems.
One engine.

01
From Chaos to System
We rebuilt the entire marketing approach around clarity and control. Introduced structured workflows for campaign planning. Eliminated reactive decision-making. Created a clear growth roadmap: Audit → Structure → Scale.
02
Profit-First Framework
We shifted focus from revenue-only thinking to true performance measurement. Implemented MER (Marketing Efficiency Ratio). Introduced Real ROAS to correct platform bias. Established clear decision rules: Scale — Hold — Cut. Every decision became data-backed, not emotional.
MER TrackingReal ROASProfit Rules
03
Forecast-Driven Scaling
Instead of guessing budgets, we built a daily forecasting model. Revenue, orders, and budget aligned day-by-day. Spend distributed based on historical performance, promo intensity, and demand cycles. This eliminated volatility and unlocked controlled scaling.
Daily ForecastingDemand CyclesBudget Control
04
Smarter Promo Strategy
We transformed promotions from “discounting” into performance drivers. Shifted to short, high-impact promo windows. Tested and optimized flash sales, bundles, and threshold-based offers. Result: Higher urgency, better conversion rates, stronger daily profitability — without damaging brand perception.
Flash SalesBundlesThreshold Offers
05
Channel Optimization
Meta Ads — Scaling engine. Creative testing and iteration, UGC and performance-driven messaging.

Google Ads — Intent capture. High-intent search demand, Performance Max for scale.

TikTok Ads — Controlled expansion. Creative testing environment with budget floors to maintain learning.
Meta AdsGoogle AdsTikTok AdsUGCPMAX
04 — The Numbers

What changed
when we built the system.

ROAS Improvement
Platform ROAS — Before vs After
Before
~5x
After
~9x
Bars are directional representations. Exact figures under NDA.
MER Improvement
Marketing Efficiency Ratio — Before vs After
Before
~3–4
After
~5–6
MER = Total Revenue / Total Marketing Spend.
Ad Spend Scaling
Monthly Budget PLN — Before vs Peak
Before
~50K
Peak
~200K
4x increase in monthly spend. Controlled, not chaotic.
Revenue Growth
Year-over-Year Trajectory
YoY Growth
+20–30%
Controlled
profitable growth
Peak Month Revenue
~2M PLN
Best month
in brand history
05 — What Makes This Different

Not just ads.
A business system.

Most agencies focus on
Campaign setup and launch
ROAS reporting from the platform
Requesting budget increases
Creative variations
Monthly reports with charts
This project focused on
Decision-making systems and frameworks
Real ROAS corrected for platform bias
Forecast-driven, controlled budget scaling
Systematic creative testing with clear winners
Profit-first reporting tied to actual P&L
06 — Key Impact

What actually
changed.

Reactive → System-Driven
Transformed marketing decision-making from gut-feel to data-backed. Every budget move, every promo window, every creative test had a clear rationale.
Aggressive Scaling Without Losing Profit
Scaled ad spend 4x without a corresponding drop in efficiency. MER improved while spend grew — the right kind of scaling.
Premium Positioning Maintained
Ran aggressive promotions without race-to-the-bottom pricing. High urgency, short windows, strategic bundling — brand perception stayed intact.
Repeatable Growth Engine
Not just a good month — a system that produces good months. The forecasting model, promo playbook, and creative framework are built to scale further.
07 — Conclusion

From fast-growing
to system-driven.

Iced Stuff evolved from a fast-growing brand into a structured, high-performance marketing machine. Every campaign, budget decision, and promotion is now guided by data, forecasting, and profitability — not guesswork.

Growth was not only achieved — it was controlled and profitable. The peak month of ~2M PLN revenue wasn’t a lucky spike. It was the output of a system built to produce exactly that.

Every decision guided by
Data
Forecasting
Profitability
Not guesswork.
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