Results
- -31%
- Blended CAC
- 34%
- Organic share of revenue
- 3.4s to 1.2s
- Mobile LCP
Nine-month average
Up from 12%
75th percentile
The challenge
Paid spend was scaling but blended CAC was climbing faster. Organic sat flat because the category pages were thin and technically slow.
How we approached it
Rebuilt the measurement layer
Server-side tracking and a contribution-margin model replaced last-click, so spend decisions used the same number the finance team used.
Fixed the technical floor
Category and product templates were rebuilt for Core Web Vitals before a single new page was published.
Published to intent, not volume
Content mapped to purchase-stage intent clusters rather than raw search volume, which is what moved qualified traffic.
The outcome
Blended CAC fell 31% while revenue grew. Organic went from 12% to 34% of non-brand revenue over three quarters.
What we would do differently
We would push harder, earlier, on removing third-party tags. Four of the eleven scripts we deferred turned out to have no owner and could simply have been deleted.
