Our framework for profitable growth.
Meta Ads, Google Ads and Klaviyo combined in one structured growth model — built for premium e-commerce brands that want to scale without losing profitability.
- ✓ Tracking & data foundation
- ✓ Meta Ads & Google Ads
- ✓ Klaviyo & retention
- ✓ Scaling & partnership
Framework7 phases from analysis to scaling
- 01Analysis
- 02Strategy
- 03Foundation
- 04Advertising
- 05Klaviyo
- 06Optimisation
- 07Scaling
A foundation before scaling. Strategy before execution.
We don't believe in tactics without direction. Every phase of the framework has a concrete purpose, and each step builds on the previous one. That's how we get tracking, advertising and retention to pull in the same direction.
Before we scale anything, we need to understand what we are actually scaling.
Strategy doesn't start in Ads Manager. Before we change budgets, campaigns or flows, we review the brand, the business and the existing marketing. That gives us a decision foundation where advertising, economics and brand work from the same reality.
Brand Deep Dive is part of phase 01 — Analysis & Audit.
Brand
- Brand identity
- Positioning
- Value proposition
- Audience / ICP
- Tone of voice
- Competitive landscape
Business
- Revenue
- Margins
- AOV
- CAC
- LTV
- Break-even ROAS
- Marketing budget
- Channel mix
- Retention
- Inventory & operations
Marketing
- Tracking
- Acquisition
- Creatives
- Conversion rate
- Retention
- Attribution
Analysis & Audit
Includes Brand Deep DiveWe always start with a deep review of accounts, tracking, customer journey, Shopify setup and marketing structure. We identify the biggest bottlenecks and the most obvious growth opportunities, so we know exactly where to focus.
- Account audit
- Tracking review
- Brand Deep Dive
- Unit economics
- Customer journey
- Growth potential
Strategy & Plan
Based on the audit we build a concrete action plan: which channels, which priorities, which milestones. The strategy is anchored in your actual business goals — not in generic best practices.
- Roadmap
- Channel prioritisation
- Budget allocation
- KPI foundation
Tracking & Foundation
Before we scale, we make sure the foundation is in place: server-side tracking, conversions API, data flow across platforms and clean signals into Meta, Google and Klaviyo. Strong data is the prerequisite for strong decisions.
- GA4
- Server-side tracking
- Conversions API
- Data quality
Meta Ads & Google Ads
We build or restructure campaign setups on Meta Ads and Google Ads with focus on structure, testing and premium creatives. Our core platforms — where the biggest growth lifts typically lie.
TikTok Ads, Pinterest Ads and Snapchat Ads can be activated as secondary growth channels once the foundation performs stably.
- Campaign structure
- Premium creatives
- A/B-tests
- Scaling
Klaviyo & Email Marketing
We build a complete email ecosystem in Klaviyo with flows and campaigns for the entire customer journey — from new visitor to loyal customer. Retention is where long-term profitability is decided.
- Flows
- Campaigns
- Segmentation
- Pop-ups
Optimisation & Analysis
Continuous optimisation across platforms: budget allocation, creative rotation, segmentation and flow iteration. We continuously analyse performance data and identify new growth opportunities, so the work evolves with the business.
- CRO & UX
- Shopify optimisation
- A/B-tests
- Performance analysis
- Reporting
Scaling
When the foundation performs stably, we move into scaling: budget scaling, expansion to new markets and international growth. We activate new marketing channels as the business matures and support the organisational growth that follows higher volume.
- Budget scaling
- New markets
- International expansion
- New channels
- Organisational growth
More than advertising — a strategic growth partner
Beyond Meta Ads, Google Ads and Klaviyo we also advise on CRO, Shopify, UX, content strategy and brand development. For specialised tasks we collaborate with carefully selected partners, so clients always get access to the right expertise.
- CRO advisory
- Shopify & UX
- Content strategy
- Creative sparring
- Brand development
- Specialised partners
Not every customer is ready to buy yet
People meeting your brand are at very different points in their buying journey. The message, the format and the channel have to match where they actually are.
You should not wait a week to hear what is happening
At JLDigital the communication is direct. No account manager between you and the person working on your marketing.
You get a private channel for ongoing dialogue, performance updates, ideas and decisions.
When something works, you know why. When something does not, you know that too — and what the next step is.
Daily dialogue in a private Slack channel
A rhythm you can plan around
Ongoing dialogue every working day, optimisation through the week, a report every second Monday and a strategic status on the first working day of the month.
Direct dialogue
Questions, observations, performance changes and opportunities do not have to wait for the next meeting. The dialogue runs continuously through the private Slack channel.
Performance & optimisation
Optimisation is carried out continuously through the week — not saved up for a fixed meeting.
- budget
- spend
- creatives
- audiences
- search terms
- product performance
- tracking
- campaign performance
- anomalies
Reporting
Every second Monday, performance, development and the most important observations are collected in a concrete report with the next priorities.
Strategic status
At the start of the month we review overall performance, what we have learned, the most important KPIs and the priorities for the coming month.
- revenue
- profitability
- CAC / nCAC
- MER / blended ROAS
- margin
- LTV
- channel performance
- budget
- next month's plan
Frequently asked questions about the framework
The structure is the same, the content is not. The phases create a shared logic — analysis before strategy, foundation before scaling — but priorities, channel mix, pace and budget are adapted to the individual brand, its data and its economics.
Because scaling amplifies what is already there — including the problems. Without an understanding of margins, tracking quality, positioning and customer journey, more budget usually just means more expensive learning. The analysis makes the first decisions qualified rather than guessed.
No. Channels are activated in the order that makes sense for the business. Meta Ads, Google Ads and Klaviyo are usually the foundation, while TikTok, Pinterest and Snapchat are added when the foundation performs stably and the budget can carry it.
The overall direction is stable and revisited at the monthly status. Tactical adjustments — budget, creatives, audiences, search terms and bids — happen continuously through the week as data comes in.
Yes. The framework is built to work in existing accounts with existing history. Phase 1 determines what should be kept, what should be restructured and what should be rebuilt from scratch.
With several sources rather than one truth: platform data, GA4, shop data and profit tracking are compared, and decisions are made on blended numbers such as MER, nCAC and contribution margin. Platform attribution is treated as a signal, not as a final answer.
Let's find out where you stand — and where the growth potential lies.
Book a free 30-minute strategy call. We review your setup and give concrete feedback you can use — whether or not we end up working together.
Book a free meeting