Marketing tied to P&L: from losing €1M a year to €664K profit

The challenge

Paid marketing was generating traffic at a negative margin. B2B merchant acquisition was stagnant, with many churning after a few months of collaboration. Marketing spend, channel allocation, and B2B pricing all operated without a connection to profitability.

Solutions

• Took full P&L ownership of the Italian market - leading 24 people in marketing, sales, content and operations
• Launched B2B marketing campaigns (online and offline), adding 200 active merchants - while improving their in-shop CVR by 3%
• Rebuilt paid acquisition around margin contribution: stopped unprofitable campaigns, moved SEM to target ROAS bidding, and created category-specific campaigns instead of broad generic traffic
• Replaced a single fixed CPC price for B2B merchants with eight category-specific rates - a first time for the company at a global level
• Implemented CLV and ROI tracking per merchant, shifting the B2B sales team's focus from volume to quality (for both consumers and merchants' ROI/LTV)
• Launched new revenue streams and diversified the category mix to reduce dependency on a single product vertical

Results

If your marketing is generating activity but the P&L is not moving in the right direction, we can help you achieve similar turnarounds.