Fluff Hardware scaled Meta 43% at the same cost and grew new-customer revenue 35%.
Online revenue, post period (+27.6%)
New-customer revenue
Meta ROAS at +43% spend
Recurring work automated weekly
Brand Snapshot
Fluff Hardware is a DTC jewelry brand on Shopify. Shoelace took over the account end to end on July 1, 2026, running paid social, email and SMS, and the inventory and profit layer underneath both, with Runneth as the brain connecting all three.
Most agencies only optimize acquisition. Shoelace reads acquisition, retention and inventory together, so growth turns into profit the brand can bank.
Comparison window: 78 days after takeover (Jul 1 to Sep 16, 2026) versus the prior 78 days.
The Short Version
- Acquire: Meta spend up 43%, purchases up 42%, CPA flat at $28.57.
- Retain: email and SMS went from essentially nothing to $27,935 in 90 days, 65% of it from automated flows.
- Inventory: a live P&L and stock alerts keep ad budget on products the brand can actually ship.
Online revenue reached $208,788 in the post period, up 27.6%. New-customer revenue grew 35.2% while returning-customer revenue barely moved at -0.8%.
The Challenge
Where things stood on day one.
Before
Spend needed to scale, and more spend usually means a higher cost per purchase.
↓
After
+43% spend at a flat $28.57 CPA.
Before
Essentially no broadcast program and no automated flows.
↓
After
$27,935 attributed revenue in 90 days.
Before
Gut-feel margins, and an earrings stockout that forced an ad pause.
↓
After
Live P&L on hero SKUs and stock-risk alerts before spend burns.
Stream One: Acquire
Spend up 43%. Cost per purchase didn't move.
Meta spend
vs prior 78 days
Purchases
Scaled in step with spend
CPA, flat
Inside goal
Meta ROAS
7-day click, 1-day view
Almost all of the quarter's growth came from new customers, at a cost the margin could carry. Meta ROAS held at 2.96x (7-day click, 1-day view), and 83.6% of post-period online revenue came from first-time buyers.
Holding CPA flat while spend climbs means you can never run out of fresh creative to test. That's the part Runneth runs underneath the team, so the specialists react the day a signal shows up instead of waiting on a weekly report.
Post-period online revenue by customer type. New buyers drove the growth.
What runs every week
- Reads what the account rewards and how customers talk in reviews
- Reads every video script and tags winners by hook, angle and style
- Keeps score on what is winning in testing
- Turns it into a batch of researched briefs
- Runs every incoming video through an automated QA check
"No other tool we've tried can actually read the scripts of the videos in our ad account. Runneth does, and it tags what's working by hook, angle, and style across every active and historical ad and keeps score on what's winning in testing. It even builds our next batch of creative briefs automatically based on what it sees working."
Amr, Paid Social (Meta), Shoelace
Where the Streams Connect
A win on Meta becomes a win in the inbox.
The streams share one brain. A proven angle gets used more than once, and nothing gets lost in a handoff between people.
01
A hook starts winning on Meta
Runneth spots it in the live ad data.
→02
It becomes next week's email and SMS
Handed to the calendar as the subject line and opener.
→03
It's filed in shared memory
The whole team briefs from the same running record.
"When a hook starts winning on Meta, Runneth doesn't just tell Amr, it hands Jordan the angle for next week's email and SMS before the trend cools. The account learns once and uses it everywhere, so paid, email, and inventory are finally making decisions off the same source of truth."
Cam, Shoelace
Stream Two: Retain
From zero to $27,935 in 90 days.
Omnisend-attributed revenue
Last 90 days
From automated flows
Not one-off sends
Of store revenue
Up from about nothing
This is where the second and third orders come from: customers the brand already paid to win once. Omnisend-attributed revenue reached $27,935 over 90 days, about 6% of store revenue and up from about nothing. 65.2% ($18,222) came from automated flows and 34.8% ($9,713) from campaigns.
Shoelace built the flows that quietly compound — welcome, cart, checkout and browse abandonment — from the brand's real purchase history, and put a real campaign calendar behind them. Because the streams share one brain, the calendar never starts cold: angles already proven on Meta feed straight into what gets tested next.
Omnisend-attributed revenue by source, last 90 days.
"Email/SMS management used to mean me combing through past sends trying to remember what actually worked. Runneth took that off my plate. It keeps a running scorecard on our lifecycle flows, and it turns those learnings into our next batch of campaign concepts for me. Every send stands on what we already know works instead of a blank page."
Jordan, Email and SMS, Shoelace
Stream Three: Inventory and Signal
Ad budget pointed only at products the brand can ship.
This is the stream most agencies never touch: stock, ERP and sales channels, read together.
Real unit economics
- Katana ERP wired into a live profit-and-loss view
- Full cost structure, with fixed costs modeled monthly
- Break-even MER that shows how the profit bar moves as spend scales
- A September cost check pulled real COGS on hero products and reset true margin and break-even ROAS per item
A guardrail on spend
- Built after an earrings stockout forced an ad pause
- Live stock tracking flags oversold and negative-stock risk on ad-tracked products
- Catches it before it burns spend, so best repeat products aren't sold out at peak
One honest caveat: the P&L covers the hero SKUs today, not the full catalog. It's live and real for the products that matter most, and the rest of the catalog is a clear next step.
One Engine, Every Week
About 28.5 hours of recurring work, handled.
That's a conservative estimate of the manual time replaced each week, which frees the team's hours for judgment and taste.
Getting Set Up
The whole business in one place instead of five.
Live data sources connected
Shopify, Meta, Omnisend, Katana
Logged creative hypotheses
Plus a learning log that grows weekly
Command Center
Ad spend to unit margin to stock risk
Four live data sources connected (Shopify, Meta, Omnisend, Katana). 110 logged creative hypotheses, with a learning log that grows weekly. One Command Center that runs from ad spend to unit margin to stock risk.
"Working with Shoelace to get Runneth set up has been extremely smooth. They walked us through everything they built for us and made sure we understood every metric in our Command Center. Nothing felt overwhelming, and we were up and running fast."
Brand owners, Fluff Hardware
The Insight
They didn't automate the creative. They automated everything around it.
Runneth carries the research, briefs, QA, P&L and reporting across all three streams, so people spend their hours on the calls that actually move an account. And every test, brief and customer insight stays in the system — a playbook the brand keeps long after any single campaign is over.
"Working with Shoelace on paid social and email has been great. On paid social they keep our testing sharp and our spend efficient, and on email they've helped us get way more out of our list. They've really taken ownership of both channels."
Brand owners, Fluff Hardware
“What used to be three teams guessing in parallel is now one brain.”
Cam, Shoelace