CPG lives on velocity — products people buy weekly, not once. So the work is built around repeat-purchase math: Meta and Google ads priced against a year of reorders, a promo calendar planned before the trade windows hit, creative produced at the pace shelf trends move, and email and SMS timed to consumption. AI runs the volume; a human strategist owns every decision that spends your money.
Usually yes, and the brands that measure it honestly see why. DTC ads create the brand searches and shelf recognition that retail converts, while your own store carries subscription margin retail never will. We structure campaigns so the retail halo is visible in the numbers — brand-search lift, geo tests around key accounts — instead of letting the platforms take credit for everything.
The promo calendar is built in advance and priced against the base: demand front-loaded before each window, scaled through the peak, and pulled back before discount fatigue erodes full-price sales. Between windows, the ads sell the product, not the deal. When every spike is planned, you can separate promo noise from real growth — which is the difference between a calendar and a habit.
They flip the bidding math. A subscriber to a consumable is worth multiples of a one-time buyer, so campaigns can pay acquisition costs that single-order math calls a loss. We price against cohort LTV, then defend it — skip-instead-of-cancel flows, replenishment timing, and bundles engineered so the unit economics survive shipping.
Incremental lift, not last-click. Promo weeks get separated from baseline performance, platform claims get reconciled against actual store revenue, and where retail data exists, we watch sell-through around campaign flights. The question is always the same: what did the ads add that wouldn’t have happened anyway?
Impulse-friendly products usually open on Meta, where appetite and habit creative builds demand; considered consumables lean on Google to capture searches your category already generates. Klaviyo compounds either path through replenishment. The free audit reads your data and sets the sequence — we don’t sell a standard package.