Birdfish
Profitable growth.
Shown in your P&L.
Fractional CMO for founder-led Shopify brands looking to scale to the next level.
MetaPartner
GooglePartner
ShopifyPartner
Most agencies scale your Meta spend and call it growth.
You increase budget. The ROAS sounds good, but your bank account tells a different story.
We work from your profit and loss, not platform ROAS. If the profit is not real, it did not happen.
Create demand
Meta paired with creative direction and angle testing. The offers and hooks that make cold buyers care, proven against results, not opinions.
Capture intent
Google and SEO catch the buyers your ads warmed up, plus everyone already searching. Nothing left on the table.
See real profit
Reportly, our proprietary in-house dashboard, syncs COGS, Shopify, Meta and Google into one live view. True contribution profit and new-customer CAC. No inflated platform numbers.
Scale what pays
Money goes behind what clears your break-even. The rest gets cut. Then it compounds.
The first 90 days speak for themselves.
Proof, not promises. Real numbers from real accounts.
What you see is what's running.
You get access to a custom reporting dashboard. Real spend, real revenue, real profit. No inflated platform numbers, no hiding behind ROAS. See your actual profit in real time.
For founders who care about profit, not ROAS.
Four services.
Built to compound.
They work together. Paid builds demand, SEO catches the buyers ads miss, and profit tracking shows which of it actually pays back.
Meta Ads
Demand creation, profitably scaled.
- Cold acquisition that holds margin
- Creative tested and scaled against profit
- Tracking built right. Signal quality first.
- Reported against actual profit, not platform numbers
Google Ads
Intent captured at the moment of purchase.
- Shopping, search and intent layered cleanly
- Product feed structured for visual buyers
- Wasted spend cut, qualified spend protected
- Reported against blended CAC, not last-click
Shopify SEO
Built once. Earns for years.
- Product and collection pages built to rank for buyers
- Schema, speed, internal linking baked in
- Content that compounds month after month
- Visible in AI search (ChatGPT, Perplexity, Google AI)
Profit Tracking
Reportly, our proprietary in-house dashboard. The number that decides what scales.
- Full P&L view: revenue, COGS, ad spend, fees, returns
- Contribution margin per channel, product, cohort
- Break-even ROAS calculated against your real margin
- Live profit dashboard, updated daily
In their words.
Straight from the brands we work with.
"Before working with Tom, our ad accounts were a mess. We had no structure, no real strategy behind what we were running. Tom came in, got everything organised, and turned things around fast. Our ads are now running profitably and we finally have a system we can rely on. Couldn't recommend him more."
Jed FassoContent & Marketing, Surfboard Agency"Working with Tom has helped my business expand exponentially. Before he came along I'd guessed all the numbers and didn't have much of a strategy behind my marketing. Now with Tom's analytically driven yet creative mind, Sunward Bound's revenue has tripled since we began working together. He's brilliant with understanding the data and turning it into sales, and takes the time to understand exactly what your brand is about. If you're a founder and have been running your marketing on gut feel, Tom will change everything."
Siena Patch-TaylorFounder, Sunward Bound"Before Tom, our ads were all over the place and our Shopify was a mess. He fixed up our ad accounts and implemented a Shopify strategy, and got us running profitably. He seriously knows his way around Meta Ads and Shopify. I knew nothing when I started, and he helped me grow my dream business."
Kirra ShaleFounder, CallejaWe speak real numbers.
Contribution profit. New customer acquisition cost. Break-even ROAS. Not vanity metrics.
Contribution Profit
What's left after the costs to sell. Your real profit per order.
Break-Even ROAS
The return you need just to cover costs. The line every campaign has to clear.
New Customer Acquisition Cost
What it actually costs to win a new customer, not a repeat buyer.
P&L-Led Decisions
Every call checked against your profit and loss, not the ad platform.
Built for you if...
- You sell on Shopify (or about to launch on it).
- You ship to AU, US, UK or EU markets.
- You're spending on paid, or ready to.
- You care about actual profit, not ROAS theatre.
- You'd rather work with a specialist than a rotating cast of junior account managers.
Questions.
How is this different from an ad agency?
Most agencies optimise to in-platform return on ad spend and can call it growth while you lose money. We manage to your profit and loss. Every decision is measured in real contribution profit, the money left after the costs to sell, and new customer acquisition cost, inside Reportly, our proprietary in-house dashboard.
What does it cost?
Bespoke to your scope and spend. It starts with an audit and a call, no long lock-in.
How fast will I see results?
You see real profit from day one in Reportly. Most of the case studies on this page are first-90-day numbers.
What is Reportly?
Our proprietary in-house dashboard. It syncs your Shopify sales, cost of goods, Meta and Google spend into one live view of real profit and new customer acquisition cost. No inflated platform numbers.
Is this right for my brand?
Best fit: founder-led Shopify brands spending on paid or ready to, shipping to AU, US, UK or EU, who care about profit over vanity metrics.
Request an audit.
We'll record a Loom walking through exactly what we'd fix first. Straight analysis, no sales pitch.
Limited to 3 new brand partnerships per quarter.