$114K attributed revenue.3.55x MER.
How a multi-channel paid media system scaled spend more than 3x while keeping overall marketing efficiency intact for QB54.
A DTC football game built for backyards, tailgates, and game day.
QB54 is a direct-to-consumer sports and outdoor brand built around a portable football game that turns open space into a competitive game-day experience.
Scale acquisition without compromising economics.
The growth challenge was not simply to generate more orders. The paid acquisition system needed to absorb more budget across Meta and Google without compromising customer acquisition economics.
Scale new-customer acquisition, keep creative testing active, capture high-intent demand, and use cross-channel attribution to decide where to put the next dollar.
Scale what works while keeping profitability intact.
Campaign architecture, creative testing, multi-channel demand capture, and attribution-led optimization worked as one system.
Campaign architecture
Separated prospecting, promotional, and optimization roles so performance could be read clearly and budget could move toward proven demand.
Creative testing
Continuously tested new videos, statics, hooks, and seasonal angles. Winners earned more delivery while weaker concepts were limited.
Multi-channel demand capture
Used Meta to create and capture demand, while Google captured shoppers with stronger existing purchase intent.
Attribution-led optimization
Compared platform reporting with Northbeam so budget decisions were based on channel contribution, MER, CAC, and total business efficiency.
$32.1K in spend generated $114K in attributed revenue.
Spend scaled aggressively while overall marketing efficiency held.
Scale increased. Efficiency held.
Compared with the previous period, paid media spend increased 213% — from $10.2K to $32.1K.
Attributed revenue increased even faster: 218% — from $35.8K to $114K. Most importantly, MER moved from 3.49x to 3.55x, meaning revenue scaled slightly faster than spend.
Meta drove volume. Google captured high-intent demand.
Each channel played a distinct role inside the acquisition system.
Different jobs, one growth system
Meta supplied purchase volume and demand creation, while Google captured shoppers with stronger existing purchase intent.
Cross-channel attribution kept budget decisions focused on total business efficiency rather than treating platform-reported ROAS in isolation.
Volume came from multiple campaigns — not one lucky ad.
Several Meta campaigns contributed meaningful purchase volume, giving the account a broader base for scaling.
Zombie Prospecting
149 purchases2.18x ROAS · $12,484.94 spendThe largest Meta volume driver in the snapshot, producing $27,248.40 in purchase value while carrying substantial spend.
4th of July OPTMZ
66 purchases3.47x ROAS · $3,139.24 spendA stronger-efficiency campaign that added meaningful purchase volume while maintaining a higher return.
4th of July TOF
24 purchases3.87x ROAS · $1,068.33 spendThe highest ROAS among the scaled Meta campaigns shown, demonstrating that seasonal top-of-funnel demand could convert efficiently.
A multi-channel acquisition engine that scaled without losing efficiency.
Revenue grew slightly faster than spend while MER improved from 3.49x to 3.55x.
Why this case study matters
QB54 increased paid media spend by 213% while attributed revenue increased 218%. MER improved from 3.49x to 3.55x.
The additional budget did not dilute overall efficiency; the system absorbed more capital while revenue scaled slightly faster than spend.
Scope of work
- Meta Ads strategy & management
- Campaign architecture
- Creative / hook testing
- Google Ads management
Optimization
- Budget allocation
- Cross-channel attribution
- Campaign-level analysis
- Ongoing performance refinement
Bottom line
$32.1K in paid media spend generated $114K in attributed revenue at a 3.55x MER — while revenue grew slightly faster than spend.
QB54 paid media results explained.
What did the paid media system generate?
The case study reports $114K in attributed revenue from $32.1K in paid media spend at a 3.55x MER, with a $53 End CAC.
How did performance change as spend scaled?
Paid media spend increased 213% from $10.2K to $32.1K, while attributed revenue increased 218% from $35.8K to $114K. MER moved from 3.49x to 3.55x.
What roles did Meta and Google play?
Meta was used to create and capture demand at volume, while Google captured shoppers with stronger existing purchase intent.
How were budget decisions made?
Platform reporting was compared with Northbeam attribution so decisions could account for channel contribution, MER, CAC, and total business efficiency.
Turn paid media into measurable growth.
Northstars Lab connects strategy, creative, paid media, conversion paths, tracking, and CRM visibility into one growth system.
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