From brand-led dependency to profitable new customer scale
R44 Performance had built strong paid media performance through branded demand, but with more than 15,000 products and highly variable product margins, scaling efficiently beyond existing brand awareness required far greater control over product prioritisation and profitability.
Through our MAPS framework, we rebuilt campaign structure around product performance and margin data, removed brand from distorting prospecting activity, and created a scalable acquisition model focused on profitable new customer growth.
M
Measure
We audited account structure and product-level performance across the full catalogue, identifying major inefficiencies in how budget was being allocated. Brand activity was masking true prospecting performance, while inconsistent product margins made ROAS alone an unreliable decision-making metric for sustainable scale.
A
Attribute
We implemented our MAPS product classification framework, categorising products as Hero, Sidekick, Villain and Zombie based on both performance and margin signals. We used scripts that ran daily, to keep the classifications fresh and based on real-time performance. By introducing margin tracking at product level, we were able to gain clearer visibility into true commercial performance and enabling far smarter budget allocation across the catalogue.
P
Prove
With products segmented by profitability and brand demand isolated, we could validate which areas of the catalogue were genuinely capable of driving efficient, profitable new customer acquisition. This enabled sharper optimisation decisions, reduced wasted spend, and gave us confidence to scale prospecting activity without sacrificing account efficiency.
S
Scale
With budget focused on proven high-margin products, we rapidly scaled non-brand acquisition while maintaining the strong efficiency the account had historically relied on through brand. This reduced reliance on existing brand equity and created a more scalable, commercially resilient growth model built around profitable new customer acquisition.