Growth & Strategy
Personas
Ecommerce
Time to ROI
Medium-term (3-6 months)
When I started working with an e-commerce client who was completely dependent on Facebook Ads, their 2.5 ROAS looked decent on paper. But I knew they were sitting on a ticking time bomb. One algorithm change, one iOS update, one competitor bidding war—and their entire business could collapse overnight.
That's exactly what happened to thousands of businesses after iOS 14.5. Companies that had built their entire growth engine around Facebook woke up to see their customer acquisition costs triple while attribution crumbled. My client was heading down the same path.
Here's what most people don't understand about distribution: you're not building channels, you're building an antifragile system. A system that doesn't just survive disruption—it gets stronger because of it.
After implementing what I call an "efficient distribution network system," we didn't just diversify traffic sources. We created a growth engine that compound on itself, where each channel amplified the others instead of competing for resources.
Here's what you'll discover in this playbook:
Why "master one channel first" is terrible advice in 2025
The distribution framework I used to build multiple traffic sources systematically
How to embrace the dark funnel instead of fighting impossible attribution
The product-channel fit principle that determines which channels to double down on
Practical steps to build coverage-based distribution that reaches customers everywhere they already are
This isn't about spreading thin across every platform. It's about building strategic distribution that creates multiple pathways to your customers while maintaining focus and efficiency.
Industry Knowledge
What Every Business Owner Has Heard About Distribution
Walk into any marketing conference and you'll hear the same distribution advice repeated like gospel:
"Master one channel before expanding" - Focus all your energy on perfecting one acquisition channel before touching anything else
"Track everything with perfect attribution" - Know exactly which touchpoint drove every conversion to optimize spend
"Test fast, kill losers quickly" - Rapidly test new channels and cut anything that doesn't immediately perform
"Optimize for the lowest cost per acquisition" - Chase the cheapest traffic sources to maximize efficiency
"Build in-house expertise for each channel" - Hire specialists who can extract maximum performance from individual platforms
This advice exists because it sounds logical. Focus equals expertise. Expertise equals better performance. Better performance equals growth. The math seems simple.
The problem? This approach creates what I call "beautiful single points of failure." You might achieve incredible short-term efficiency, but you're essentially putting all your eggs in one basket—and that basket belongs to someone else.
When that channel gets disrupted (and it will), businesses following this conventional wisdom don't just lose a traffic source. They lose their entire growth engine. I've watched companies go from 7-figure revenues to bankruptcy because they followed the "master one channel" advice too religiously.
The real issue isn't with the tactics themselves—it's with the underlying assumption that distribution is about finding the "perfect channel" rather than building an antifragile system that thrives on unpredictability.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
This client came to me with what looked like a solid foundation. They were doing about €50k monthly revenue through Facebook Ads with a 2.5 ROAS. For most consultants, this would be a simple optimization project: improve the creative, refine the audiences, maybe test some new ad formats.
But something felt off. When I dug into their business model, I discovered they had over 1,000 SKUs—a massive catalog of quality products that customers needed time to browse and discover. Their strength was variety and depth, not impulse purchases.
Here's where it got interesting: Facebook Ads demands quick decisions. You have seconds to capture attention and drive immediate action. But this client's customers needed to explore, compare options, and make considered choices. We were trying to force a complex discovery process into a platform designed for instant gratification.
The mismatch was costing them dearly. While the 2.5 ROAS looked acceptable, their margins were small and getting smaller as competition increased. Worse, they were completely vulnerable. If Facebook changed their algorithm or ad costs spiked, the business would collapse overnight.
That's when I realized we weren't dealing with an optimization problem. We had a fundamental distribution architecture problem. They had built a beautiful store but placed it in a mall with only one entrance—and they didn't own that entrance.
The wake-up call came when iOS 14.5 hit. Attribution became nearly impossible, and what little tracking we had showed conflicting data. Traditional marketing wisdom would say "fix your attribution and optimize your ads." But I decided to do something different.
Instead of fighting the attribution problem, I decided to embrace it. If we couldn't track the perfect customer journey, we'd build coverage everywhere customers might discover us and let the business results speak for themselves.
This decision led to what became a complete distribution overhaul that fundamentally changed how the business acquired customers.
Here's my playbook
What I ended up doing and the results.
The solution wasn't about adding more channels—it was about building what I call a "coverage-based distribution system." Instead of trying to control every touchpoint, we'd maximize coverage and let customers find us through their natural discovery patterns.
Phase 1: Foundation Building (Month 1)
First, I completely restructured their website architecture for SEO discovery. This wasn't about "SEO-friendly design"—it was about creating thousands of entry points for customers to find specific products.
With 1,000+ products, we had the opportunity to rank for thousands of long-tail keywords. Instead of thinking "homepage → category → product," I built a system where every product page could be someone's first impression of the brand.
The key insight: their product catalog wasn't just inventory—it was content. Each product page became a potential top-of-funnel asset optimized for discovery.
Phase 2: Content Distribution Engine (Month 2)
While SEO was building momentum, I focused on content that would actually drive traffic. Not blog posts about "10 Ways to Use Our Product"—but content that solved problems their customers were actively searching for.
Here's what most people get wrong about content strategy: they create content for their product instead of creating content for their customer's journey. I built content that intercepted customers during their research phase, long before they knew this brand existed.
The content strategy had three layers:
Discovery content - Problem-aware content that attracted new audiences
Consideration content - Comparison and educational content for active shoppers
Decision content - Product-specific content for ready-to-buy customers
Phase 3: Multi-Channel Orchestration (Month 3)
With SEO and content providing a growing organic foundation, I layered on additional channels—but with a crucial difference. Instead of treating each channel as separate, I designed them to reinforce each other.
Email subscribers who came from organic search got different sequences than Facebook traffic. Retargeting campaigns referenced the specific content pieces people had consumed. Social proof from one channel became ammunition for others.
The breakthrough came when I stopped trying to attribute individual conversions and started tracking business-level metrics. Revenue, customer lifetime value, and organic growth rate became our north stars instead of channel-specific vanity metrics.
Within 90 days, something beautiful happened: Facebook's reported ROAS jumped from 2.5 to 8-9. But here's the truth—Facebook wasn't performing better. The SEO and content were driving significant traffic and conversions, but Facebook's attribution model was claiming credit for organic wins.
This is the dark funnel reality that most marketers refuse to acknowledge: customers touch multiple channels before converting, and the last-click attribution model fundamentally misrepresents what's actually driving growth.
Channel Mapping
Identified all possible customer touchpoints and optimized each for discovery rather than conversion
Coverage Strategy
Built presence everywhere customers naturally research and browse instead of forcing them into one funnel
Attribution Embrace
Stopped fighting impossible tracking and focused on business-level metrics that actually matter
Compound Effects
Designed channels to amplify each other rather than compete for attribution credit
The results were remarkable, but not in the way most people would expect. The business didn't just grow—it became antifragile.
Quantitative Results:
Overall revenue grew by 4x within 6 months
Organic traffic increased from <500 to 5,000+ monthly visitors
Customer acquisition cost decreased by 60% (measured at business level)
Facebook's reported ROAS jumped to 8-9 (though attribution was questionable)
Customer lifetime value increased by 40% due to higher-intent traffic
Qualitative Changes:
More importantly, the business transformed from fragile to antifragile. When iOS updates disrupted Facebook attribution, it barely affected their growth because they had multiple traffic sources. When competitors increased their ad spend, it didn't matter because organic traffic was providing sustainable growth.
The compound effect was the real magic. Email subscribers from organic search had higher engagement rates. Retargeting campaigns performed better because people had already consumed valuable content. Social proof accumulated across channels, creating momentum that no single platform could achieve.
But here's what I found most interesting: the customer quality improved dramatically. People who discovered the brand through organic channels and content had higher order values, lower return rates, and better lifetime value metrics.
This taught me that distribution isn't just about volume—it's about attracting the right customers through the right channels at the right moment in their buying journey.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Building an efficient distribution network taught me lessons that completely changed how I approach growth for any business:
Product-channel fit matters more than product-market fit - A great product in the wrong channel will always lose to a mediocre product in the right channel
Attribution is often fiction - Focus on business-level metrics instead of fighting impossible tracking
Coverage beats control - It's better to have presence everywhere customers look than perfect optimization in one place
Channels should amplify, not compete - Design your distribution so each channel makes the others more effective
Customer journey is messy by design - Embrace the complexity instead of trying to force linear funnels
Quality compounds over time - High-intent traffic from organic channels often has better lifetime value than paid traffic
Antifragility is the goal - Build distribution that gets stronger under pressure, not more efficient under ideal conditions
The biggest mistake I see companies make is treating distribution like a math problem—find the most efficient channel and double down. But efficiency is fragile. What you want is resilience and compound growth that doesn't depend on any single platform or algorithm.
I also learned that content and SEO aren't just traffic sources—they're distribution infrastructure. They create the foundation that makes all other channels more effective.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups looking to implement this approach:
Start with content-driven SEO - Build organic discovery before relying on paid channels
Map your customer's research journey - Create content for each stage of their decision process
Focus on business metrics over channel attribution - Track revenue, LTV, and organic growth rate
Design channels to reinforce each other - Use retargeting and email to connect touchpoints
For your Ecommerce store
For e-commerce stores building distribution networks:
Turn your product catalog into content - Each product page should be optimized for discovery
Build for browse-heavy customers - Focus on SEO and content if you have complex product lines
Embrace the dark funnel - Accept that attribution will be messy and focus on business growth
Layer channels strategically - Start with organic foundation, then add paid amplification