Revenue growth of 297% for Milo

The brand

Milo is one of the fastest-growing online retailers in the pet sector. From day one, CroudX was involved in building the brand, from positioning to implementing a complete performance marketing framework. This approach quickly drove nationwide visibility in the Netherlands.

Objective

Visibility, however, is not the same as profitability. While revenue soared, profit margins lagged. Growth at the expense of margin was not sustainable. The question became clear: how do we drive sustainable, profitable growth?

This marked the start of phase two in our partnership: transitioning to a POAS-first strategy. The focus shifted from chasing volume to optimizing every campaign for profit.

+297% revenue, -59% CAC, and all without extra budget.

What we did

The challenge was not a lack of growth, but a lack of healthy growth. Milo initially focused on revenue and ROAS but lacked clarity on which products truly drove margin. It was time for a fundamental shift. We developed a POAS-first framework built on four pillars.

• Restructuring campaigns based on profit
  We tagged the full product catalog by margin potential. Only products with a positive contribution margin were promoted, while loss-making campaigns were scaled back. Every euro worked harder, driving the +120% POAS increase.
• Smarter product selection and deployment
  Consistently unprofitable product were removed from campaigns. The product mix was continuously optimized, enabling us to generate 297% more revenue with the same budget while reducing CAC by 59%.
• POAS as the primary decision metric
  We moved away from ROAS as the main KPI. Every investment was evaluated on profit per click, or POAS. This allowed us to double down on the highest-performing campaigns and cut out inefficient spend.
• Subscriptions to boost lifetime value
  Beyond single purchases, subscriptions became a core focus. They provided predictable, recurring revenue and boosted customer lifetime value, making growth even more scalable.

The impact

Milo now manages marketing by the metrics that truly matter: POAS, margin, and customer value. Marketing is no longer seen as a cost center, but as a strategic growth engine.

The shift delivered immediate impact, with less budget waste, higher profitability, and a structure that supports long-term scaling without margin loss. Data insights from Billy Grace now power every decision, and CroudX continues to act as a strategic partner, from channel optimization to incrementality testing.

Milo is growing faster than ever, and every additional euro is now profitable.