NORTHBOUNDGrowth Partners
Belgium · Europe
Your ads aren’t the problem. Not knowing what actually drives profit is.
Meta has a number. Google has a number. Shopify has another.
Northbound connects paid acquisition to the commercial reality behind the numbers — then manages growth from that truth.
For established Shopify brands from approximately €50k/month ecommerce revenue.
Platforms optimise for attributed conversions. You get paid in margin.
Those are not always the same thing.
Every advertising platform is built to show you the conversions it can claim. That is not dishonest, it is just what the system measures. Meanwhile the owner of the business cares about five things: new customers, revenue, margin, cash and growth.
When two platforms claim the same order, optimising ROAS can push budget toward the campaign that reports best and away from the one that actually brings new customers.
- Spend
- Customer
- Revenue
- Margin
- Cash
- Growth
The goal is not a better-looking ROAS. The goal is being able to follow that chain end to end and know which link actually moved when you changed something.
Five specialists can still create one blind spot.
Meta managed by one party. Google by another. Creative somewhere else. Email in its own tool. Management looking at Shopify. Each party optimises the number they are measured on, and every one of them can be right about their own channel while the business as a whole gets no clearer.
Too complex for five separate partners. Too early for a full senior growth team. Northbound sits in between: one accountable operator who owns the commercial growth system and coordinates the decisions across it.
Not every task is executed internally, and that is deliberate. Creative production can run through a dedicated production partner. Northbound owns strategy, briefing, analysis and iteration — the decisions, and the accountability for them.
One owner · one commercial viewEight layers, one system.
Measurement & commercial truth
Tracking that holds up, and a reporting view where platform claims and Shopify revenue are reconciled instead of argued about.
Meta Ads
Structure, budget, audiences and placements — and the calls on what to scale, what to consolidate and what to stop.
Google Ads
Search, Shopping and Performance Max kept apart, so existing brand demand is never counted as incremental growth.
Creative strategy
Which angle to test next, why, and what the last round actually proved.
Funnel & conversion
Landing pages, product pages and checkout friction, ranked by revenue impact rather than by how easy they are to test.
Essential retention flows
Welcome, abandoned checkout, post-purchase and win-back — the flows that decide whether acquisition pays off on the second order.
Testing & budget allocation
What gets tested, in what order, and where the next euro goes — on verified contribution, not on the platform’s recommendation.
Commercial reporting
One report management can read without translation: spend, new customers, revenue, margin, and what changed because of a decision.
The first ninety days.
Find the truth
Measurement, economics, tracking and baseline. What a new customer actually costs, and what an order actually leaves behind.
Days 1–30Fix the system
Acquisition, creative strategy, funnel and retention priorities — in the order that moves contribution, not the order that is easiest.
Days 30–60Scale what holds
Testing, budget allocation and commercial optimisation. Anything that only works inside a platform dashboard does not get more money.
Days 60–90No growth percentage is promised here, because none can honestly be promised before the numbers are known.
Good fit, and not.
A limited number of engagements, one brand per category. Being explicit up front saves us both a call.
- Shopify is a meaningful sales channel
- Approximately €50k+ per month in ecommerce revenue
- Paid acquisition matters to growth
- Management wants decisions connected to customers, revenue and economics
- The company wants one accountable growth owner
- Pre-revenue
- Early dropshipping experiments
- Looking only for cheap campaign management
- Want a guaranteed ROAS
- Want Northbound to simply execute platform recommendations
Revenue is a threshold, not a promise. Passing it makes the conversation worth having — it does not make the partnership a fit.
Stated up front.
Media spend and external creative production are separate. Ad budget is paid directly to the platforms and stays entirely yours. Production through the creative partner is quoted per project, so you only pay for what you actually commission.
Let’s find out what your growth actually costs.
Eight questions. They let me look at your store, your offer and your ad accounts before we speak, so the call starts with your numbers instead of an introduction.
Application received.
I read every application myself and reply within one business day. If there is a fit, you get a scheduling link and a short list of what to have ready for the call.
If there isn’t, I’ll say so directly and, where I can, point you at what would actually help at your stage.
Nothing else is needed from you right now.