Daniel Tadesse

Paid search

$996K spent on Google, $4.43M back

I run the whole Google account myself: Search, Shopping, Performance Max and Brand, across all five markets. Campaign structure, targeting, bidding, negative keywords, the Merchant Center feed and the daily optimisation.

Google keeps changing, so I keep up with what is changing on the platform and what it means for the account. I am in Merchant Center regularly making sure nothing has been disapproved and the feed is clean, because a product that is not showing cannot sell. I also keep an eye on what competitors are bidding on and how they are priced, so we are not left behind on the products that matter to us.

$996K spend · $4.43M conversion value · 38K conversions · 4.45x return

Paid social

Over $1M spent on Meta at a 2.26 average ROAS

Facebook and Instagram sit alongside Google rather than competing with it. I handle the strategy, the audiences, the creative testing and the budget, and I brief and edit the creative that goes into it. The loop between what the numbers say and what the next ad looks like is about a day.

Before I brief anything I go through what the competition is running. The ad library shows you every ad a brand has live and how long it has been up, so an ad still running after months is one that is working for them. I look at the format, the hook and the angle behind it, then work out where we can say something they cannot. It is the cheapest research in marketing and most people never open it.

A 2.26 return is a modest figure next to search, and that is the honest picture of paid social for a considered purchase. What matters is that it stays profitable on our margin and brings in customers who were not searching for us yet.

$1.21M spend · $2.74M conversion value · 26,344 purchases · 2.26x average

Email & SMS

Six years in Klaviyo, and a fifth of the revenue

I built the whole lifecycle program from nothing: welcome, browse abandonment, abandoned cart, post-purchase, win-back and the seasonal campaign calendar on top. Segmentation underneath all of it, and monthly list hygiene so deliverability holds up.

Email and SMS are the cheapest revenue in the business and the most neglected in most businesses I look at. Ours brings in over a fifth of everything we make, and it is the main reason nearly a quarter of our customers come back.

One note on the screenshot below. We moved to a new Klaviyo account in late 2025, so it shows six months inside that account rather than the full six years. The revenue total in it belongs to that window only, but email and SMS have sat at over 20% of revenue across the life of the business.

20.72% of total revenue attributed · flows 71.68% · campaigns 28.32%

Store & conversion

The site itself, and getting it to convert

I built the storefront and I maintain it: theme customisation, custom product pages and buy boxes, collections and navigation, apps and integrations, and the order and proofing workflow behind every personalised piece.

Conversion work is where I enjoy myself most. I mine the customer service inbox for the objections that actually stop people buying, then test against those rather than against my own guesses. Messaging, descriptions, section order, offers, images, colours.

2.1M sessions · 2.81% conversion · 132,567 items ordered · 23.81% returning customer rate

Creative

How the ads actually get made

I do not shoot the content myself. I research the angle first and the kind of person the ad should come from, then I find creators who fit, reach out to them and write the brief, so what comes back is something I can actually use.

The editing is mine. Video ads and UGC are cut in Premiere Pro and CapCut, and the image and static assets are built in Canva. So is every word of copy across the ads, the product pages and the email. In a business this size the person who has the idea is the person who makes it, and that turns out to be faster and truer to the brand.

Three of them are below, with what each one actually spent and returned underneath. The first has taken more than $56,000 of budget on its own and is still profitable, which is the real test of a piece of creative.

Before this

Two years of stores that taught me the rest

Before The Coco Studio I spent two years running several ecommerce stores of my own across watches, hardware, jewellery and beauty. I researched the products, sourced the suppliers, built every store in Shopify from scratch and funded the advertising out of my own pocket.

Some performed well and some did not. That is where I learnt which offers, angles and creative actually convert and which ones quietly eat your budget, and that is what made The Coco Studio possible.

What I do

The full list

Shopify

Theme customisation, custom product pages and buy boxes, collections, navigation and onsite search, apps and integrations, cart and checkout

Paid acquisition

Google Ads across Search, Shopping and Performance Max, Meta Ads, Google Merchant Center, budget and bid management, competitor and ad library research, creative testing, ROAS optimisation

Email & retention

Klaviyo, lifecycle flows, segmentation, seasonal campaigns, SMS, average order value and lifetime value work

CRO & analytics

Structured A/B testing, GA4, Shopify reporting, full funnel analysis from cost-per-click through to checkout

Content & creative

Creator research and outreach, ad angles and avatars, writing creative briefs, video editing in Premiere Pro and CapCut, image and static design in Canva, copywriting across site, ads and email, organic social

AI & automation

Building operational automations and reporting with AI, replacing paid Shopify apps with custom flows and serverless functions

Commercial

P&L and margin, pricing, multi-market trading, supplier and fulfilment partners, managing a team of artists and support staff