High price points made paid scale fragile - efficiency collapsed every time budget rose, and the brand would not run promo discounts to rescue it. Google PMax and Meta prospecting both needed to scale into premium AOVs without the discount safety net.
Premium AOVs make paid scale fragile - efficiency collapses on every budget lift and no promo lever to bail it out
Collection × margin-band Shopping segmentation + editorial presells + Google→Meta demand alignment
Editorial-grade presell library that protects the brand at premium price points without discounting
Spend more than doubled while blended ROAS climbed 38 percentage points - margin-band Shopping segmentation absorbed the volume without flat-catalog efficiency collapse.
Net-new customer cohort grew 71% during the engagement - the editorial presell layer converted premium-aware buyers without forcing the brand into promo territory.
Return rate dropped 4 points across the period - editorial presells set the right buyer expectations, reducing the size/fit returns that erode premium AOVs.