Growth partner for ecommerce brands

A number for every month. One expert accountable for hitting it.

Your goal becomes a month-by-month plan built from your own margin, retention and seasonality. Kova runs the ads, checks the plan against live orders every morning, and gives you a straight answer when a month needs a decision, including not yet. No account manager in between. Shopify brands doing £500k to £20M a year.

Start a conversation See client growth Every figure here is from clients' Shopify, not an ad platform. Verifiable on the first call.
Founder-led. A handful of brands at a time. No lead-gen, no SaaS, no marketplaces.
The problem

Growth decisions made on the wrong number

Blended ROAS, last-click reports and platform dashboards all flatter the ad account. Founders end up scaling into losses, or freezing spend out of fear, because nobody has shown them what a new customer actually costs against what the margin can afford.

Who it is for

Founder-led Shopify brands, roughly £500k to £20M

Usually bootstrapped, usually profit-first, with Meta and Google as the main paid channels and Klaviyo behind them. Enough order history to forecast from, and a founder who wants to understand the numbers rather than be shielded from them.

Why Kova

The plan, the spend and the P&L in one pair of hands

An in-house AI operating system does the nightly analysis across every data source. A purpose-built financial dashboard turns your goal into a daily plan. One accountable person makes the calls. Every current client has roughly doubled inside eighteen months.

Sound familiar?

The dashboard says green. The bank account disagrees.

These are the situations founders describe in the first conversation. Each one has the same root cause: decisions being made on a number that was never the right number.

The ad platform dashboardAll green
Reported ROAS4.2x
Vs last month+18%
StatusOn track
Platform reported, last click, ad spend only.
The bank accountFlat
New-customer ROAS1.6x
Breakeven2.3x
ContributionDown
After cost of goods, shipping, fees and overhead.

Illustrative of the pattern rather than one client's month. Closing the gap between those two panels is the whole job.

Six versions of the same conversation

Spend went up 40%. Revenue went up 8.

Efficiency decays as spend rises, and nobody measured the curve before committing the budget.

Blended ROAS looks fine. Profit is flat.

Returning customers are propping up the average while every new customer is bought at a loss.

November carries the year. January is a guess.

There is no plan by month built from your own seasonality, so every quarter starts from zero.

You know your best-sellers. Not your most profitable ones.

Ads push volume products while the margin sits in the ones nobody is advertising.

The agency report is green. Your accountant is not.

Platform-reported revenue, last-click credit and a missing cost line make the same month look like two different businesses.

Three tools, three answers, one question.

Shopify, the ad platforms and the attribution tool disagree, and nobody has reconciled them into one number you can act on.

Real results, current clients

What happens when the plan is real.

Monthly store revenue for four current clients, January 2023 through August 2026. Grey bars are before Kova. Blue bars are with Kova. The cyan line is trailing twelve month revenue, which smooths out seasonality and shows the underlying trajectory.

Every brand below is a client todayLive accounts still being run, not an archive of old case studies.
Taken from each store's own ShopifyStore revenue, not platform-reported ad revenue.
Data runs to August 2026Charts rebuilt September 2026. The underlying numbers are shown on the first call.
Before KovaWith KovaTrailing 12 months
Natural Fiber Socks
+173% revenue vs the year before Kova
trailing 12 moKova starts2023202420252026
Baseline
Year before Kova (2023)
2.7x
Last 12 months
+173%
Growth
Home Decor
+92% in the first 12 months together
trailing 12 moKova starts2023202420252026
Baseline
12 months before Kova
1.9x
First 12 months with Kova
+92%
Growth
Candles
+96% in the first 12 months together
trailing 12 moKova starts2023202420252026
Baseline
12 months before Kova
2x
First 12 months with Kova
+96%
Growth
Kids’ Bikes
+108% revenue year over year, January to August
trailing 12 moKova startsAd investment scaled2023202420252026
Baseline
Jan to Aug 2025
2.1x
Jan to Aug 2026
+108%
Growth

Four real Kova clients, six and seven figure brands, all still working with Kova as of September 2026. Names and revenue figures withheld out of respect for their confidentiality. Underlying data available on request in a conversation.

How it played out

Three engagements, in the shape the work actually takes.

Anonymised on purpose. Each one started with the numbers, not the ad account, and the growth came from a decision the data forced rather than a tactic.

Kids’ bikes
+108%revenue year over year, January to August
Situation
Two years of steady growth on a flat ad budget, so the founder could not tell whether more spend would be rewarded.
What the numbers said
Efficiency had been rising for two years: the account was under-invested, not saturated. Breakeven had room.
What changed
A spend plan sized against new-customer revenue with the response curve measured first, then scaled in 2026.
Candles
+96%first twelve months together
Situation
Strong brand, seasonal peaks, and a subscription offer nobody was being led towards.
What the numbers said
Gifting season was carrying the year, and the buyer in Q4 was a different person to the buyer in spring.
What changed
A value ladder that puts subscription at the top, audiences that shift with the season, and a month-by-month plan with a breakeven line the founder can see.
Home decor
+92%first twelve months together
Situation
Google looked like the hero channel and Meta looked like the problem. The obvious move was to cut Meta.
What the numbers said
Lifetime value by platform showed Google was winning real new customers, and Meta was under-merchandised rather than underperforming.
What changed
Both channels kept, Meta rebuilt around the products and arguments it had never been given, and a monthly retest cadence so the read stays honest.
Fit

Built for one kind of business, on purpose.

The method depends on real order history to forecast from and real margin data to make profitability calls. Too early and there is no signal to work with. Too large and you need a department rather than a partner.

A strong fit
  • Shopify brands doing roughly £500k to £20M a year
  • Founder-led or a small team, usually bootstrapped, where profit matters more than vanity growth
  • Meta and Google as the main paid channels, Klaviyo for email and SMS
  • Willing to share margin, overhead and retention data so the plan is built on real numbers
  • Want one accountable partner who owns the forecast, the spend and the outcome
Not a fit
  • Anything that is not ecommerce: SaaS, lead generation, local services, agencies, courses
  • Pre-revenue or early-stage stores with fewer than about twelve months of order history
  • Brands that want an agency to send a monthly report and otherwise stay out of the way
  • Marketplace-first sellers where the brand does not own the customer relationship
  • Anyone chasing maximum growth at any cost rather than the most profitable growth path
Method

Everything stems from the financials.

Most agencies start in the ad account. Kova starts in the business. Offer, creative, channel tactics and retention plays are all downstream execution. If a recommendation cannot be traced back to a margin, a breakeven or a retention curve, it is a guess wearing a dashboard.

Layer 01

Foundation

Margin by product, ad spend, AOV through the year, retention rates, overhead and revenue seasonality. From this we calculate breakeven ROAS and breakeven CPA.

Layer 02

Profitability diagnosis

Blended ROAS against new-customer ROAS against breakeven. This tells us where the actual problem is, which decides where the time goes.

Layer 03

Product and offer

Which products to push, which to pull from advertising, what the offer is, and whether it matches across ads, pop-ups and welcome flows.

Layer 04

Channel execution

Meta, Google, Klaviyo and the site, audited against the diagnosis. Creative diversity, tracking integrity, brand versus non-brand, flows that are actually live.

Layer 05

Forecast and cadence

A goal becomes a month-by-month plan with the spend required to hit it. Tracked daily, reforecast monthly, tested continuously.

NC ROAS
vs breakevenThe single most important number

A blended ROAS of four looks healthy right up until you learn that new-customer ROAS is 1.6x against a breakeven of 2.3x. Returning customers were hiding the fact that every new customer was bought at a loss. That comparison is the first thing Kova builds for every client and the thing every scaling decision is checked against.

The Kova Financial Dashboard

A forecast you can hold the month to.

Built in-house because nothing on the market connected the plan to the profit. It takes a goal, spreads it across the year using the brand's own seasonality, builds each month from returning-customer revenue plus the new customers needed to fill the gap, then tracks it daily against live orders and spend.

  • Target and expected landing, side by sideThe target holds still so your team can plan against it. The expected landing moves with reality. When they drift apart, it is time for a conversation, not a surprise.
  • Synced every morningShopify orders, Meta and Google spend, new versus returning customers, and true product costs pulled overnight so every number is yesterday's, not last month's.
  • Profit, not just revenueCost of goods, shipping, payment fees, ad spend and overhead sit inside the model, so scaling scenarios show what happens to breakeven, not just to the top line.
  • Alerts and a Monday briefWhen a month breaks from plan, you hear about it that week. Spend, pacing and new-customer economics in a short note, in plain English.
  • Monthly reforecastFinished months become facts. The rest of the goal is re-spread across what remains, and the plan never goes stale.
PlanActualsCustomer baseWaterfallScenarios
vs target103.8%
NC ROAS2.6x
Breakeven2.1x
Returning41%
TODAYJFMAMJJASOND
Monthly targetActualExpected landing
Illustrative figures. Every client sees their own live numbers.
How AI fits in

AI does the analysis. A human makes the call.

Kova runs on a purpose-built AI operating system: dozens of specialised analysis routines wired directly into each client's Shopify, Meta, Google and Klaviyo data. That is how one operator can go deeper into the numbers than a ten-person agency. It is also why nothing goes live without a person signing it off.

What the system does

Tireless, nightly, down to the order line

  • 01Nightly data sync and forecast resync across every clientOrders, spend, customer cohorts and product costs, reconciled before you wake up.
  • 02Weekly Meta and Google account optimisation analysisWhat to scale, what to cut, what is fatigued, what is being hidden by returning customers.
  • 03Creative diversity and audience saturation auditsEvery ad mapped to a fixed checklist of arguments and content types so the gaps are visible.
  • 04Competitor ad library analysis at scaleHundreds of competitor ads scored on hook, awareness level, argument and offer.
  • 05Spend elasticity and scaling scenariosNever assumes a constant ROAS. Measures how efficiency actually decays as spend rises.
What the human does

Judgement, accountability, the call

  • ASets the diagnosis and the strategyThe framework above is a person's framework. The system runs it. It does not replace it.
  • BApproves every ad, every plan, every spend changeCopy is signed off line by line. Nothing is auto-launched.
  • CSanity-checks every big lane against realityLabels lie. A campaign named "prospecting" full of returning customers gets caught.
  • DOwns the client relationshipShort, honest updates. Net revenue against goal, one ask at a time, no jargon.
  • EDecides what not to doMost of the value is in the scale moves that never happen because they would break breakeven.
Content systems

A repeatable engine for creative that is built to win, not to fill a calendar.

Creative is the biggest lever left in paid social, and most brands produce it by feel. Kova is building a content engine that starts from evidence: what is actually working in your category, where your own account has gaps, and which arguments your customers have never heard from you. Kova consults on the system and the strategy. Production sits with your team or a partner studio.

1

Competitor intel

Pull the ad libraries of the brands winning your category. Rank by durability, the ads that keep running.

2

Two-layer analysis

Every top ad scored on content lane and messaging: hook, awareness level, argument, objection, trust and offer.

3

Your gaps

Your own account audited against a fixed checklist. Saturated lanes, thin lanes, and the ones that are missing entirely.

4

Concepts

Five to ten concepts tailored to your brand and personas, each with the evidence that earned it a place.

Human gate
5

Scripts and briefs

Beat-labelled scripts per approved concept, shootable by a human or ready for AI video production.

Human gate
6

Launch and learn

One message per asset. Results feed the next round, so the engine gets sharper every cycle.

Grounded in your personas

Concepts are anchored to a persona document built from your real order data and customer voice, not a marketing archetype. A text overlay states a selling point your customer cares about, never a novelty.

Diversity, measured

Fourteen canonical arguments, twenty-three content types. Every ad in the account is mapped to them, so "we need more creative" becomes "we need three ads making this argument in this format".

How it works

Your first ninety days.

No discovery workshops, no forty-page deck. The first month is spent building the model that every later decision depends on, and you see it as it takes shape.

Week 1

Access and history

  • Read-only access to Shopify, Meta, Google and Klaviyo
  • Thirty-six months of orders, spend and customers pulled and reconciled
  • Product costs and, if you are comfortable, overheads
Week 2

The model

  • Business metrics: margin, AOV, retention, seasonality
  • Breakeven ROAS and breakeven CPA, by product where it matters
  • Blended versus new-customer diagnosis: where the problem actually is
Weeks 3 to 4

The plan

  • Your goal spread across the year from your own seasonality
  • Monthly targets with the spend and CPA behind each
  • Account restructure and the first creative round, every line approved by you
Months 2 to 3

The cadence

  • Nightly sync, Monday brief, alerts when a month breaks from plan
  • Monthly reforecast and a short call or recorded walkthrough
  • Tests queued from the diagnosis: offer, creative, audience
The alternatives

Where Kova sits against the usual options.

Every option below can work. The difference is what each one starts from and what it is accountable for.

Typical ad agencyIn-house hireKova
Starts fromThe ad accountWhatever the last agency leftYour margin, retention and seasonality
Optimises toPlatform ROASWhatever the founder asks for this weekNew-customer ROAS against breakeven
The forecastUsually none, or a spreadsheetDepends entirely on the hireBuilt from your history, tracked daily, reforecast monthly
Who does the workA junior buyer behind an account managerOne person, one skill setOne senior operator with an AI system behind them
ReportingA monthly deckAd hocNet revenue against goal, one table, one ask
When you scaleAssumes ROAS holdsRarely has the data to knowMeasures how efficiency decays before committing the budget
Swipe to compare
Services

Three ways to work together.

Full-service is capped at a handful of brands at a time so every account gets real attention. The two productised offers exist so brands that are not ready for full-service, or do not need it, can still plan on real numbers.

Full service

Paid growth and financial planning

Monthly retainerby conversation

Kova owns your growth plan and your paid channels end to end. The Financial Dashboard, the diagnosis, the spend, the creative strategy and the reporting, from one accountable operator.

  • Business metrics and breakeven model built first, before any ad is touched
  • Meta and Google managed daily against new-customer economics, not blended ROAS
  • Annual revenue plan, tracked daily, reforecast monthly on the Kova Financial Dashboard
  • Klaviyo flow and offer oversight so the message matches everywhere a customer sees it
  • Creative strategy, ad copy and content-system consulting
  • Short weekly updates: net revenue against goal and one clear ask
Ask about availability
Subscription

Forecast and Tracking

£495 per monthcancel monthly

Your annual plan built from your CAC, retention and seasonality, tracked daily, reforecast monthly, with a human on the other end.

  • Live pacing dashboard and Monday brief
  • Alerts when the month breaks from plan
  • Monthly reforecast and one 30 minute call
  • No ad management; keep your current setup
See the details
Fixed-fee sprint

Q4 Revenue Plan Sprint

£2,750 one-timetracking through 31 Dec

A committed month-by-month Q4 plan built from your numbers, pressure-tested for feasibility, then tracked through December.

  • Feasibility-checked targets for Sep to Dec
  • The spend plan and CPA assumptions behind each
  • Mid-quarter reforecast in November
  • Every buyer gets the live dashboard for the quarter
See the sprint
Why Kova

Plenty of people will run your ads. Far fewer will own the outcome.

Kova Commerce is founder-led and deliberately small. It has spent years inside ecommerce ad accounts and, more importantly, inside the P&Ls behind them. The client list is short on purpose. The tooling exists so one person can go deeper than a team, not so more clients can be squeezed in.

Every client currently on the books has roughly doubled inside the first eighteen months together. Not because of a secret tactic, but because the plan was built from their own numbers and someone was checking it against reality every single day.

"A blended ROAS can look great while every new customer is bought at a loss. The job is to find that before it finds you."
Kova operating principle
  • Verify before you diagnose. No conclusion goes to a client until the premise has been checked in the raw data.
  • Prescribe, do not describe. An audit that lists observations without decisions is not an audit.
  • Size spend against new-customer revenue. Never against the blended number, and never assuming ROAS holds as spend rises.
  • Say it short. Client updates fit on a phone screen: net revenue against goal, one table, one ask.
Questions

The things people usually ask first.

Do you work with anything other than ecommerce?
No. Every tool, model and instinct here is built around order data, margin, retention curves and seasonality. That depth is the whole point, and it does not transfer to lead-gen or SaaS.
What size of brand is the right fit?
Roughly £500k to £20M in annual revenue. Below that there is not enough history to forecast from. Above it, you usually need an in-house team, and Kova is happy to say so.
What do you need from us to start?
Read-only access to Shopify, Meta and Google, and your product costs. Overheads help once you are comfortable sharing them. The first deliverable is always the business metrics and breakeven model, before any ad is touched.
How much of this is automated?
The analysis, the syncing and the monitoring are automated and run every night. The decisions are not. Every plan, every spend change and every line of ad copy is approved by a person before it goes live.
Do you produce the content?
Kova builds and consults on the content system: the research, the gap analysis, the concepts and the scripts. Filming and editing sit with your team or a studio partner, briefed to a specification.
Can we see the dashboard before committing?
Yes. Send a store URL and roughly where you want the year to land, and you will get a straight answer on fit plus a live walkthrough of the planning platform if you want one.
Start a conversation

One email. A straight answer on fit.

Send your store URL and roughly where you want the next twelve months to land. You will hear back with an honest read on whether Kova is the right partner, and a demo of the Financial Dashboard if it is.

Email Kova Commerce
Replies come from a person, usually within two working days.