From 94% Meta dependency to a diversified growth engine

A DTC women's fashion brand doing mid-seven figures, growing fast, genuinely good product. They'd built the whole business on Meta. Meta had powered the brand’s growth for three years. But as performance began to soften, the business had no other meaningful acquisition channel to absorb the decline.

iOS 14 disrupted Meta’s tracking and signal quality. Combined with rising CPMs and audience saturation, performance softened—and the brand had no second acquisition engine to fall back on. No search presence. No TikTok. No retention strategy worth speaking of. Every bad week on Meta was a bad week for the entire business. The founder described it as "feeling like we were one algorithm change away from zero."

Build a channel mix that could absorb a bad month on any single platform. Grow total revenue without growing total risk.

We started with a proper channel audit - what demand already exists that we're not capturing. Google Search was the first answer: people were searching the brand and adjacent terms, and there was zero paid presence to catch them. Launched branded and non-branded search campaigns. Then built a TikTok acquisition programme alongside the existing Meta, separate creative briefs, separate audience logic, not just repurposed content. Set a 90 day horizon before expecting meaningful results from the new channels.

• Under the brand’s blended attribution model, Meta’s share of attributed paid-channel revenue fell from 94% to 61%
• Google became profitable within five weeks, with non-brand search campaigns accounting for 81% of Google acquisition revenue by month three
• Within three months, TikTok matched Meta’s ROAS while accounting for 15% of paid-social acquisition spend
• Total paid revenue increased 58% year over year while paid-media spend increased 31%, improving blended paid ROAS by 21%

"We thought we were a Meta brand. Turns out we were just a brand that had only ever tried Meta." Founder, women's fashion brand