For U.S. DTC founders and growth leads at $1M-$10M/yr, $30K+/mo on ads
"What ROAS do we actually need?" The honest answer is two numbers.
A free builder that gives you both targets from your own P&L - the one your first tier of spend has to hit, and the lower one every dollar above it actually needs.
Enter your email and the builder opens on the very next page. Two quick taps and it unlocks, and a copy lands in your inbox in under a minute. No spam, and you can unsubscribe in one click. It is yours to keep.
Most founders scale against a single ROAS target. It is the wrong number for most of the spend it governs.
102% more new customers on 25-30% less ad spend. Gnarly Nutrition, one of 15+ recorded interviews.
Real founders, full names and real brands - not testimonial cards. 50+ brands scaled, $50M+ generated.
Most brands run to a single number. Hit 3x and spend more, drop below it and pull back. That number was worked out once, usually early, on a month where the spend was much smaller, and it has quietly governed every budget decision since.
The problem is that it is doing two jobs at once. The first slice of ad spend has to carry the fixed costs: the team, the software, the rent, the salaries that exist whether you sell anything or not. Every dollar above that slice does not have to carry them again. It only has to clear COGS, shipping, payment fees and the ad cost itself. Judged honestly, that incremental dollar is allowed to come back at a much lower return and still add profit.
Hold both to the same target and you get one of two expensive mistakes. Either spend that was genuinely making money gets cut because it dipped under a number it never needed to hit, or the pushing continues on a blended average propped up by the profitable first tier while the marginal dollar quietly loses. One founder put it to us like this on a first call: "We're still making more money, but we're just getting less back." That sentence is what two-tier math exists to answer.
What you actually get
Two targets from your own P&L, the sheet that keeps them current, and the rule for what to do at each one. This is the same two-tier model we run on managed accounts and inside the paid $5,000 Profit Clarity Audit.
Your two ROAS targets, calculated for your brand
The first-tier target that has to carry your fixed costs, and the lower incremental target every dollar above it actually needs. All three formulas, every input defined, run on your own AOV, COGS, shipping, payment fees and fixed costs. You finish with two numbers you can hold campaigns against instead of one you hoped was safe.
The build-your-own-sheet walkthrough
Rebuild the whole thing in a blank Google Sheet in about fifteen minutes, cell by cell, formulas included. It stays yours and stays current, so the targets update when your margins move rather than living in a screenshot from six months ago.
Scale, hold and cut rules for each tier
What to do when spend hits or misses each target, including the marginal-ROAS check that tells ordinary average dilution apart from real decay. You finish knowing which dips are the math working as designed and which are a genuine problem.
A worked example at $50K and $150K a month
Hypothetical numbers, every calculation shown, so you can trace the logic end to end before you trust it with your own budget.
The six mistakes
The six places founders cut profitable spend, or scale straight into losses, while the dashboard says everything is fine. Run them once and the one your account is making becomes obvious.
Why free: the founders who build this sheet and then want the full read on their own account are usually the same ones who later want the audit. The ones who never want it owe us nothing. That trade works fine for us.
Why trust these people with your numbers
Do not take our word for it. Watch a founder like you.
The fastest way to judge us is to watch our clients say it themselves. We have 15+ unscripted interviews, on camera, with real founders - full names and real brands - talking about working with us. No testimonial-farm quotes you cannot verify. One click and you can watch operators like you describe exactly this kind of work.
The two-tier model in this builder is pulled from the same work we run inside the $5,000 Profit Clarity Audit and on live accounts. You are getting a working piece of the paid process, handed over free. The track record behind it: 50+ DTC brands scaled, $50M+ in revenue generated for partners, $10M+ in ad spend managed across Meta and Google. AlgoRX went from $70K to $1.7M per month in 17 months at 30%+ net margins, which is net profit rather than revenue. The 6x in the review below is that founder describing a single earlier stretch, not the full run. Gnarly Nutrition grew new customers 102% year over year on 25-30% less ad spend, at flat revenue.
"The 20 plus page research document we received after the audit was really mind-blowing. The other agencies barely gave us a one-page Google doc."
"They helped us increase revenue by roughly 6x, while also driving CAC down and pushing LTV up. They handle everything end to end."
You work directly with Andrej, the founder - his eyes on your account and his read on your numbers, with no junior handoff. Meta Business Partner, Google Partner, Shopify Partner, Klaviyo Partner, Triple Whale Partner. Verified on Trustpilot.
Before you grab it
Actually free. You give an email, the builder opens on the very next page, and you use it whether or not we ever speak. There is no call gate and no card.
Because the founders who get real value from it tend to be exactly the ones who later want the full $5,000 audit, and the ones who never want it cost us nothing. We would rather earn the audit by being useful first.
The full framework. All three formulas with every input defined, the cell-by-cell sheet build, the scale, hold and cut rules per tier, and a worked example at $50K and $150K of monthly spend. Nothing is held back for a call.
Yes. The example numbers are hypothetical and clearly labeled. The formulas take your own AOV, COGS, shipping, payment fees and fixed costs, so the targets that come out are yours rather than a benchmark. If the math says no ROAS can make your margins work, the builder says that too, and that is a pricing problem rather than a media-buying one.
It is built for $1M-$10M DTC brands spending $30K+/mo on ads with proven product-market fit, US based. It is math on your own economics, so it holds across supplements, apparel, food, home, and most physical-product categories. If you are sub-$1M, pre-PMF, dropshipping, or an agency, it is not built for you and will not help.
HoloGrowth, an e-commerce growth advisory that has scaled 50+ DTC brands and managed $10M+ in ad spend. This builder is one piece of the model we charge $5,000 for inside the Profit Clarity Audit.