Packaged Food / Gifting

Bottled
Baking Co

27x ROAS in 14 days

How a brand with good traffic and real momentum fixed an under-built email channel and untracked paid spend, then turned it into 27x ROAS in 14 days and +193% revenue growth six months on.

27x ROAS in 14 Days
30% Of Revenue From Email Month 1
+193% Revenue Growth 6 Months
The Situation

Good traffic.
Untrustworthy numbers.

Bottled Baking Co already had the hard part solved. Real traffic was arriving to the site and the brand itself was genuinely growing. This was never a demand problem.

The gap sat entirely on the monetization and infrastructure side of the business. Email was underbuilt relative to the traffic arriving: it was generating under 5% of total revenue, a significant under-monetization gap for a brand with a growing, engaged audience.

At the same time, paid media was running without clear conversion tracking. Every media decision, every "this is working" call, every budget reallocation was being made on a number nobody could fully vouch for.

Until measurement was fixed first, scaling paid media further would only have scaled a broken signal faster, and the real opportunity sitting in that traffic would keep going uncaptured.

Good traffic. A growing brand. But email was generating under 5% of revenue, and paid spend had no reliable way to prove what was actually working.
  1. Traffic and brand momentum were already strong — this was not a demand problem
  2. Email was capturing under 5% of total revenue despite that traffic, a significant under-monetization gap
  3. Paid media was running without clear conversion tracking, so spend decisions couldn't be trusted
  4. Without fixing measurement first, scaling paid media further would only scale a broken signal
The Rebuild

Fix the number first.
Then floor it.

Phase 01

Weeks 1 to 2

Attribution & infrastructure audit

Find out what the numbers were actually saying.

Before changing a single ad or email, we audited the full measurement stack: pixel events, UTM structure, order attribution, and how paid media and email were each getting credited for revenue.

Every touchpoint between ad click and completed order was mapped to find where the conversion signal was breaking down, and platform-reported numbers were cross-checked against actual order data.

The situation coming in was blunt: good traffic, a growing brand, but paid media running without clear conversion tracking, which meant every media decision up to that point had been made on a number nobody could fully trust.

Before a single pound was reallocated, we needed a number everyone could stand behind.
Phase 02

Weeks 2 to 4, through Month 1

Rebuild the Klaviyo email engine

Give the list an actual system, not a newsletter.

Email was generating under 5% of total revenue despite real traffic arriving daily, a clear sign the channel had never been built out to match the brand's growth.

We rebuilt the complete Klaviyo setup from the ground up: welcome series, abandoned cart, browse abandon, post-purchase, and win-back flows, each written in the brand's own voice and mapped to how customers actually shop and gift.

The flows had something new to sell into: we built new bundles and upsell offers alongside a loyalty programme, giving email a reason to convert beyond a generic newsletter. Segmentation was rebuilt around purchase behaviour and engagement rather than blanket sends, and campaign cadence was aligned with the new flow structure so campaigns and automations reinforced each other instead of competing for the same inbox.

30% of revenue was coming from email within the first month of the rebuild.
Phase 03

Weeks 3 to 4, results by Day 14

Relaunch paid media on clean attribution

Turn the ads back on, now that the number is real.

With tracking corrected and the email engine live, paid media could be restructured on a foundation that could actually be trusted. Campaign structure was rebuilt around the corrected attribution model, consolidating fragmented ad sets and rebuilding audience and budget logic around verified conversion data.

Creative was restructured alongside the account, built to match the buying intent the corrected tracking was now surfacing rather than guessing at what "should" be working.

The first fully attributed sprint delivered 27x ROAS in 14 days, proof that the constraint had never been the product or the traffic. It had been the measurement underneath the spend.

27x ROAS in 14 days — the first result generated on tracking we could actually stand behind.
Phase 04

Months 2 to 6

Compound the fix

Keep the engine running once the fire drill is over.

The work after the sprint was about not letting the fix decay. Flows were monitored and refined, creative was iterated against the now-trustworthy conversion data instead of guesswork, and budget was scaled deliberately behind the campaigns the corrected attribution showed were actually converting.

The loyalty programme kept compounding in the background, generating hundreds of pieces of customer UGC that fed straight back into paid and email creative. Email and paid media were kept working together rather than as separate lanes, with flow and campaign performance both read against the same attribution standard set in phase one.

Six months on from the rebuild, the compounding effect of a trustworthy number, a real email engine, new offer mechanics, and disciplined scaling showed up clearly in the topline, and in the business itself: Bottled Baking Co landed M&S as a retail partner and moved into a warehouse five times the size of their first.

+193% revenue growth in 6 months — the compounding payoff of fixing the engine before flooring it.
The Numbers

Two windows.
One growing curve.

The attribution fix, the Klaviyo rebuild, and the paid media relaunch all landed inside the first sprint. Here's what moved in the first 14 days and first month, and what it had grown into six months on.

Chapter One · The 14-Day Sprint
27x ROAS in 14 Days First results on corrected attribution
30% Revenue From Email Within the first month of the rebuild
Chapter Two · Six Months On
+193% Revenue Growth +193% revenue in 6 months, the compounding payoff of fixing the engine first
Verified Results
27×
ROAS in 14 Days
30% Of Revenue From Email, Month 1
+193% Revenue Growth, 6 Months

Greg, Bottled Baking Co's founder, has said on our check-in calls how much the growth changed the day-to-day: more time away from the business, a move into a warehouse five times the size of the original, and landing M&S as a retail partner.

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Work With Us

Untrackable spend is a bigger risk
than underspending.

The Bottled Baking Co result came from fixing measurement and building a real email engine before paid media was scaled further. If your brand has the traffic and the growth but can't fully trust the numbers underneath it, that's exactly what we fix.

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