Allocation case study
Growth without breaking the floor.
Approximately 41% year-over-year growth while blended MER held above 4.0, with Meta and Google spend up 57%.
Melinda Maria grew revenue ~41% year-over-year while holding blended MER above its 4.0 efficiency target, scaling hard without dropping below the line.
The challenge
Growth and efficiency, at the same time
Most brands are forced to pick one. You can chase a revenue-growth target by spending into it and watch efficiency slide. Or you can protect efficiency and stall growth. Melinda Maria wanted both: a 30% year-over-year revenue-growth target, without dropping below the MER floor (4.0) that keeps that growth profitable.
The hard part is the trade-off itself. As you scale spend, the marginal dollar gets less efficient: reach widens into less-qualified audiences, frequency climbs, and the blended return drifts toward and through your floor. Hitting an aggressive growth number and staying above the efficiency line, month after month, is exactly what a quantitative system is built to do.
The solution
Structure, then daily pacing
Allocation rebuilt the account as the Edgemesh Funnel: seven mutually-exclusive, stage-and-tier ad sets (Top · Build Carts ×1; Middle · Initiate Checkouts ×3 by value tier; Bottom · Close Sales ×3 by value tier), consolidating a sprawling legacy structure (~35 overlapping ad sets) into a clean funnel and removing the auction overlap that made delivery unpredictable.
Then it scaled the top of the funnel deliberately to drive new-user growth, while dynamic pacing held the line, reallocating spend daily across the seven ad sets and value tiers and pacing to the MER target set with the customer, so the blended return stayed above the 4.0 floor rather than drifting through it. Nothing else changed: same creative strategy, offers, and landing pages. The lift came from structure and pacing.
The results
The growth number landed; the floor held
Revenue grew ~41% year-over-year, past the 30% target every month from February to May 2026, while blended MER held above the 4.0 target. The brand reached about 2× more unique users, and cost per click fell about 20% as the funnel widened. As spend scaled, MER eased from ~5.2 toward the floor, the expected cost of buying growth, but daily pacing kept it above 4.0.
"Most brands are told growth and efficiency are a trade-off. We treated that trade-off as something to manage, not accept. We set an aggressive growth target and a firm MER floor, then used Edgemesh to map the options, choose the right target, and pace spend daily against it. The result was growth without losing control: the revenue number landed, the floor held, and spend behaved the way the business needed it to."
— Bryan DeMaranville, CEO, Melinda Maria
Source: Edgemesh customer case study and customer-reported results.
What could smarter allocation unlock for your account?
Start with your own historical data and see where capital can be deployed more efficiently.