Casa Beyond scaled to $560K/month without raising CAC

Casa Beyond is a premium home decor brand based in Australia. The goal coming into the engagement was simple to state and hard to execute: increase revenue without increasing customer acquisition cost. CAC tolerance was already at its sustainable ceiling.

The account had three structural issues. Keyword targeting was too broad to scale without bid pollution. Campaigns mixed intent levels in the same ad group so the bidder couldn't learn cleanly. SKUs were treated equally despite wildly different margin and conversion profiles.

What was wrong on day one

• Poor keyword targeting: queries leaking into low-intent traffic
• Campaigns too broad to scale cleanly
• No SKU-level prioritisation by margin or conversion volume
• Smart Bidding learning against averaged signal across mixed buyer types

Three coordinated changes

1. 1

   Segmented high-AOV SKUs by margin

   Grouped products by margin and conversion volume, then let the data tell us what deserved budget. Scaled proven winners. Cut underperformers. Preserved efficiency across the board instead of forcing one tROAS to fit every SKU.

2. 2

   Built tight campaign clusters

   Each campaign focused on one collection theme paired with one intent level. Higher CTRs followed. Cleaner data fed Smart Bidding. Better signals for the model to optimise against because the conversion patterns inside each cluster shared a buyer profile.

3. 3

   Optimised for ROAS at the SKU level, not vanity

   Every decision ran off three numbers per SKU: conversion value over cost, margin per unit, revenue versus ad spend at SKU level. Account-level averages are misleading at this scale. Per-SKU economics tell the truth.

June 2025 performance

Same brand, same product catalogue, same CAC budget. Different account architecture.

Frameworks behind this case study