Krush Organics
Health & Wellness Ecommerce
$0 to $100K a month in 90 days
A cold launch: no sales history, no audience, no data. Paid social took the brand from $0 to $100K a month in 90 days at a 4.8x ROAS.
$100K
Monthly revenue reached, from $0
90 days
Time to that run rate
4.8x
Return on ad spend
The Challenge
Where Krush Organics started
Krush Organics arrived with a finished product line — organic supplements and recovery products — and a brand identity the founder had already built. What it did not have was a single sale.
A cold launch is a genuinely different problem to scaling an existing account. There is no pixel history, no purchaser list to build lookalikes from, no baseline conversion rate, and no evidence about which audience, angle or price point works. Every early decision is made on judgement, and the budget is spent finding out whether the judgement was right.
The commercial pressure that comes with that is real: a new brand has to reach meaningful revenue fast enough to fund inventory and keep the launch alive, and it has to do it at an efficiency that doesn't consume the margin it is generating.
The Approach
What we did
Structure the launch around learning, then scaling
The first phase existed to answer questions — which audiences respond, which angles convert, which products lead. Budget was allocated to producing reliable answers quickly rather than to chasing volume before there was anything to scale.
Build the funnel the ads point at
Paid social only works as well as what happens after the click. The conversion path was built alongside the campaigns rather than treated as a fixed constraint on them.
Scale the winners hard, cut the rest fast
Once audience and creative combinations proved out, budget moved behind them decisively. Anything that didn't clear the efficiency bar was cut rather than nursed.
Hold the efficiency target while scaling
Reaching $100K a month is achievable by overspending. Reaching it at 4.8x return on ad spend means the growth funded itself, which is what made the launch sustainable past the 90-day mark.
The Results
What changed
- Revenue went from $0 to $100K a month within 90 days.
- That run rate was reached at a 4.8x return on ad spend.
- Growth was driven through paid social from a standing start, with no existing audience or purchase data.
What a cold launch actually demands
The hardest part of launching a brand with paid social is that the platforms are optimisation engines with nothing to optimise against. Meta's delivery gets sharper as it learns who buys, and on day one it knows nothing. Early spend is therefore an information cost, and the discipline is to buy that information as cheaply and quickly as possible rather than pretending the account can be efficient from the first week.
That is why the launch was structured in phases. Testing existed to produce clear answers about audience, angle and product, and only once those answers were reliable did the budget go behind them. Scaling before the data supports it is the most common way a launch burns its capital.
It also matters that the founder had done his part properly. The product line and the branding were finished and coherent before a dollar of media was spent. Paid social amplifies whatever it points at — a launch of this speed is not possible if the ads are carrying a proposition that isn't ready.
Why the ROAS figure matters more than the revenue figure
$100K a month is a headline. 4.8x return on ad spend is the reason it survived. A launch that hits a revenue number at break-even efficiency is a treadmill: the moment budget pauses, revenue stops, and the business has bought turnover rather than growth.
At 4.8x, the media is producing enough margin to fund the next month's inventory and the next month's spend. That is the difference between a launch that scales and one that stalls at the first cash-flow crunch — particularly in supplements, where inventory has to be bought ahead of demand.
Why supplements are an unforgiving category to launch in
Supplements and recovery products sit in one of the most crowded corners of ecommerce. Buyers have dozens of alternatives, the claims a brand can make are constrained, and trust has to be established with someone who has never heard the name before and is about to consume the product.
That puts an unusual amount of weight on positioning and creative. The ad is not just an ad; it is the entire first impression of a brand with no reviews, no reputation and no shelf presence to lean on. Testing in that context is less about headlines and more about which reason to believe actually lands.
It also explains why the founder's preparation mattered so much. A finished product line and a coherent brand meant the media had something credible to carry from the first week, instead of the launch doubling as a branding exercise conducted in public with paid traffic.
Questions about this engagement
Was there any existing revenue before the launch?
No. The brand launched cold at $0, with the product line and branding already in place, and reached $100K a month within 90 days.
Which channel drove the growth?
Paid social.
What efficiency was that revenue achieved at?
A 4.8x return on ad spend.
Services behind this result
Social Media Advertising
Paid social built to launch and scale ecommerce brands.
Facebook & Meta Ads
Creative testing and scaling across Facebook and Instagram.
Sales Funnel Development
The conversion path that the ad spend depends on.
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