Performance Marketing for E-Commerce

Performance marketing for e-commerce lives or dies on unit economics, and most DTC brands are flying half-blind. You are watching customer acquisition costs climb across every channel, competing with marketplace giants on price and convenience, and trying to build loyalty in a category where switching costs are close to zero. Meanwhile your agency reports a healthy blended ROAS while your bank balance tells a different story.

Soluxe builds performance marketing programs for e-commerce from the unit economics up. We run full-funnel paid media across Meta, Google, and TikTok structured around first-order profitability and customer lifetime value, not top-line ROAS theatre. Every euro is accountable to a real cost target and a real margin, so you always know whether the next batch of spend is buying you profit or just buying you volume.

E-commerce paid media has a structural honesty problem. Platform-reported ROAS counts a sale as new even when the customer would have bought anyway, double-counts conversions across Meta and Google, and quietly inflates the case for spending more. After iOS privacy changes gutted view-through attribution, the gap between reported ROAS and actual contribution margin only widened. Brands keep scaling against a number that does not survive contact with the P&L.

The deeper issue for e-commerce and retail is that acquisition cost is rising faster than average order value, and you are bidding against Amazon and marketplace giants who can subsidise the same customer with convenience and Prime logistics. Winning on blended ROAS while your first-order margin is negative is not growth. It is borrowing future profit to look busy today. The only metric that matters is whether a new customer becomes profitable, and how fast.

We start by rebuilding the measurement layer so the numbers are trustworthy. That means server-side conversion tracking, proper attribution setup, and a contribution-margin model that separates first-order profit from repeat-purchase profit. Once we can see the truth, we set acquisition targets against a real payback window rather than a vanity ROAS goal.

From there we run full-funnel campaigns where each channel does its actual job. Meta and TikTok carry prospecting and creative-led demand generation against cold audiences. Google Shopping, Performance Max, and branded search capture and defend high-intent demand. We feed the platforms first-party purchase and LTV data so their algorithms optimise toward profitable customers, not cheap clicks. Creative is treated as the primary lever it actually is in DTC: a structured testing pipeline of hooks, formats, and offers, because in a saturated feed the creative is the targeting. Landing pages and product pages are optimised in parallel, because paid traffic into a leaky funnel just burns budget faster.

A typical e-commerce performance engagement covers Meta and TikTok campaign management, Google Ads across Search, Shopping, and Performance Max, and full conversion tracking and attribution setup so reporting reflects real contribution margin. We build the A/B testing framework for both creative and landing pages, run landing page and product page strategy, and deliver monthly reporting that ties spend directly to first-order profit, payback period, and blended new-customer economics.

We work best with brands spending EUR 5k or more per month who want tighter control over where the budget goes and what it returns. Engagements start from EUR 2,500 per month plus ad spend, and we are deliberately transparent about every line of it. Paid is your most measurable channel, so we refuse to run it as a black box. Where retention is the bigger lever, we connect this work to lifecycle and CRM and RevOps so acquisition and retention pull in the same direction rather than competing for credit.

When acquisition is run against true unit economics, scaling stops being a leap of faith. You know your payback window, you know which channels and creatives produce customers who reorder, and you can push spend with confidence instead of nerves. That is the difference between a paid program that drains cash to chase a marketplace and one that compounds contribution margin month over month.

The outcome we hold ourselves to is profitable, repeatable growth: lower effective CAC against the customers worth having, faster payback, and a clear line of sight from every campaign to the bottom line. If you want paid media that answers to your P&L rather than to a platform dashboard, book a discovery call and we will pressure-test your current numbers before you spend another euro.