Free playbook + profit calculator

The Profitable Growth Playbook for Shopify

The three numbers to know before you put another dollar into ads. For Shopify brands doing over $1M a year (around $80K a month) where the founder is still carrying the growth decision.

What you keepWhat's actually left after product, shipping, fees, refunds and ads.

What a customer can costThe most you can pay for a new customer, and what you should pay.

What you can spendHow much ad spend the business can realistically carry.

Get the playbook and calculator

A 10-page playbook plus a calculator that works out your three numbers and tells you whether to scale, hold or fix. Free. No call required.

You're in

Your playbook

Download it, then use the calculator below with last month's numbers.

Open the playbook (PDF) →

Brands I've worked with

The first 90 days

Sunward Bound

Shopify · DTC · Meta + Google

Women's surf accessories brand across AU, US, CA, UK and EU. Profitable scale with margin-led bidding.

Read the study →

Beni Fabrics

Shopify · DTC · Meta + Google

Margin grew faster than top-line. Cleaned the account, restructured bidding, killed wasted spend.

Read the study →

Childe Eyewear

Shopify · Eyewear · Meta + Google

Restructured Meta. Cleaned creative cadence. Layered Search. Eyewear shopping is visual, so we built the feed for it.

Read the study →

Calculator

Work out your three numbers

Use last month. Pull the figures from Shopify, your ad accounts and your bookkeeper. Nothing you type here is sent anywhere.

Monthly revenue ($)

Product costs / COGS ($)

Shipping and fulfilment ($)

Payment fees ($)

Refunds ($)

Ad spend ($)

New customers

Average order value ($)

Cash can support more spend Stock is available to sell

1. What you keep

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After product, shipping, fees, refunds and ads.

2. What a new customer costs you now

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Ad spend divided by new customers.

3. Break-even cost per customer

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The most you can pay without losing money on the first order.

4. Target cost per customer

–

A starting point: 60 to 70% of break-even, for profit on the first order.

A starting point, not financial advice. Repeat purchase, payback and cash timing change the right answer for your brand.

In their words

What founders say

"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, Calleja

Tom Jackson10 years running Meta ads. $10M+ in ad spend managed.

Want a second pair of eyes?

This is the work I do with a handful of Shopify brands: the ads and the numbers behind them, so the decision of how hard to grow isn't sitting on you alone. If you'd like me to look at your numbers with you, reply to the email or book a time.

Book a time →