Scaling ads without margin is how good brands go broke

Doing over £20k/month and growth still feels fragile?

It’s not your traffic. It’s your system:

Weak pricing, low conversion, small baskets, no repeat.

Fix that, and every pound you spend fuels profit, not panic.

The first step is a quick check: are your margins built to scale?

20 minutes to see if you’re scaling cash… or losses

Check your Profit Pulse in 20 minutes ⏱️

Most founders scale spend without knowing if their margins can even handle real CAC.

The Profit Pulse gives you a clear answer — in minutes.

What you’ll get:

  • A 20 mins video: why most brands price wrong (and how to fix it).
  • A plug-and-play sheet: your real margins after CAC, VAT, and returns.

In 20 minutes you’ll know if spend is turning into cash… or invisible losses.

Selling more but sleeping less?

You’re already moving product. £20k, £40k, even £60k a month.

But it doesn’t feel safe.

One week up, next week down — and you’re left wondering if you’ll have cash to re-stock.

Here’s why:

  • Discounts feel good… until they don’t. You sell more, but keep less. And customers just wait for the next offer.
  • Pushing ads feels like progress. But when CAC grows faster than AOV, every new customer feels like a risk.
  • CRO isn’t just for the big guys. One smart change in pricing or bundles can lift AOV 10–15% — even with a few hundred orders.
  • And the numbers never agree. Shopify says one thing, Meta another. From the outside it looks fine. Inside, you know it’s shaky — and you’re carrying that weight alone.

This isn’t a traffic problem. It’s a system problem.

The order that keeps growth from eating you alive

If this hits home, you’re not failing — your system just isn’t built to hold growth.

The fix is simple: it’s not traffic. It’s order.

Margin first. Then bigger baskets. Then repeat customers. Only then, ads.

  • Margin gives you breathing room.
  • CRO lifts AOV so every new buyer is worth more.
  • Retention makes ads an amplifier, not a lifeline.

That’s when growth stops feeling like chaos — and starts feeling predictable.

Real brands. Real numbers.

This isn’t theory.

Brands that put margin, AOV and retention first see results fast – and they last.

Retention up 49% in a few months

Returning customer rate grew from 10% → 14.6%

Sales doubled in under a year

From £50k → £105k. Same channels, stronger margin, more cash left over.

Emails that actually make you money

First you get the Profit Pulse.

Then you get my daily emails: short, sharp, margin-first.

Real subject lines:

  • The €60 chocolate bar that taught me a lesson
  • You didn’t start your store to be this busy
  • Why most brands don’t make it past year one
  • What drug dealers can teach you about ecom
  • A golden cage is still a cage
  • No, your intern is not a media buyer

Don’t sign up if you just want “value.”

This isn’t a newsletter.

It’s a wake-up call.

Who the hell am I?

I’m Irene Gómez, from Sevilla, now living in Madrid (Spain).

I didn’t study marketing. I stumbled into it, after burning out in another world.

For 7 years I lived for film. I moved to London with no money, sharing beds in tiny flats, living on noodles, hustling onto Hollywood sets.

The kind of career I thought I wanted.

But success on the outside doesn’t fix chaos on the inside.

I had a panic attack in a London park, lost my grandparents during lockdown, and watching a Netflix director tear people down daily was my final straw.

So I walked away. No plan.

Just a promise: I wasn’t going to spend my life in a job that emptied me.

Five years into e-commerce (learning, failing, getting scammed, standing back up) I now help health & beauty founders build brands that pay them back.

Work that funds their freedom instead of draining it.

All of that struggle brought me here.

And it’s why I know how to help you stop guessing and start scaling with systems that actually pay.

What founders say

ILKA BABETTE

DR WATSON

LORNA WATSON

FOUNDER of STELAR

“Within 6 months, we saw a massive increase in subscribers who actually converted. Our sales grew fast, and the clarity we gained helped us move forward with real direction.”

FERNANDA DA SILVA

FOUNDER of AZURLIS

“Irene is a true ecom champion. No fluff, just clear, pragmatic advice. Her files are sharp, to the point, and ready to use. A real mentor who never gives up on you.”

Ready to stop guessing?

The first step is simple: check your Profit Pulse.

In 20 minutes you’ll know if your pricing and margins fund growth — or quietly bleed it.

Don’t scale the spend. Scale your system.

(No fluff. No theory. Just clarity you can use today.)