Paid media rarely underperforms because a brand needs more campaigns. More often, the system behind those campaigns is unclear.For KIKO Milano, I focused on three controllable levers:• Campaign structure• Audience targeting• Creative testingThe goal was to create a clearer, more testable paid-media system that could scale. The focused engagement achieved 5X ROAS.The full case study breaks down the process, from diagnosis and prioritization to testing and scale:https://contra.com/p/l2PlAlLU-kiko-milano-paid-media-growth-to-5-x-roas?r=ateeb_syed_flf5576iIf your DTC brand is spending on paid media but the learning isn’t compounding, the first question shouldn’t be, “How do we spend more?”It should be, “What is the system telling us?”