The numbers looked fine. The margins didn't.

Three things were quietly working against HealthPost at the same time.

Customer acquisition costs were climbing, making profitable scaling harder with each passing quarter. Their product catalogue was broad with wildly varying margins, which meant a blanket ad strategy was never going to work. And the metric guiding most of their decisions, ROAS, was steering spend toward products that sold well but didn't actually contribute much to the bottom line.

The marketing and finance teams were also working from different data, which made alignment on strategy a constant uphill battle. And because growth was masking a lot of the inefficiency, nobody had a clean view of which products were genuinely profitable. The downstream effect showed up in inventory: high-demand, high-margin products kept going out of stock, costing HealthPost both revenue and customer satisfaction.

They weren't lacking data. They were lacking the right signal.

Rebuilding the strategy around profit

HealthPost brought in ProfitPeak to fix the foundation, not just the reporting.

The first step was getting clarity on the catalogue. ProfitPeak's product intelligence automatically categorised every SKU by profitability, not just sales volume. That alone changed the conversation. For the first time, the team could see which products were actually worth pushing.

From there, ProfitPeak's dynamic tagging tool automated budget allocation toward those high-profit products. Instead of manually trying to optimise across hundreds of SKUs, ad spend was being directed intelligently, toward products that delivered real gross profit, not just clicks and conversions.

The inventory problem got addressed too. By tracking demand patterns for top-tier products, ProfitPeak's forecasting helped HealthPost stay ahead of stock gaps rather than reacting to them after the fact.

Abel Butler, CEO of HealthPost, puts it simply:

"With ProfitPeak, we were able to achieve greater marketing efficiency, lower customer acquisition costs, and stronger bottom-line performance."

What actually happened

The results came through across the board:

• Gross profit on ad spend up 120%

• ROAS up 130% (even while optimising for profit, not revenue)

• Fewer stockouts on high-margin products, less lost revenue

• Reduced reliance on discounting to shift stock

• Marketing, operations, and finance finally working from the same numbers

The ROAS increase is worth pausing on. The concern with moving away from ROAS as your north star is usually that it'll hurt your revenue metrics. HealthPost's experience suggests the opposite. When you're spending budget on the right products, everything tends to improve.

The bigger shift

What ProfitPeak gave HealthPost wasn't just better reporting. It gave the whole business a shared version of reality to make decisions from. When marketing, operations, and finance are looking at the same data, strategy stops being a negotiation between teams with different spreadsheets and starts being an actual plan.