It had $40K months and still no profit. We fixed the profit before we touched scale.

The challenge

A US kids’ toys and ride-on store with real volume, but 6 of its 15 months before us lost money. By spring 2026 ads were returning about 1.5×, below break-even every single month.

What we changed

We stopped spending into what didn’t sell. Meta was switched off, the loss-making Google campaigns were cut, and the budget went to the two campaigns that actually converted. Profit first. Scale second.