Nick Miller

Let's Move the Needle

ROAS and profit maximization
Creative strategy and pipeline
Paid and organic demand engines
CRO and customer delight

You're a $1M-$20M founder. You've built something that works, and you know it could be growing faster.

It can feel like making high-stakes decisions on the fly, burning cash on tests, and wondering why growth has stalled.

Agencies feel like a risky, necessary evil. They send polished slide decks that cherry-pick the best metrics, and leave you asking, "Why am I still not making money?"

Most media buyers optimize for ROAS. Almost none connect paid ads to your P&L - your contribution margin, cash conversion cycle, and unit economics. So your campaigns can look good in the ad platform while you lose money every month.

You might see brands you think are pulling ahead of you, and you can't tell if they're just lucky or if they have something you don't.

Or you're drowning in data but can't name the one or two psychological levers that make customers buy from you.

You want a shortcut through all of this, so you can get back to what you're best at and what you're passionate about.

I don't run growth like a media buyer.

I run growth like an operator.

Managed $30M+ in paid media spend personally, and oversaw $200M+ as Head of Traffic at a top-tier agency. Worked with 40+ brands, from $200/day budgets to $60k/day.
Run paid ads hands-on across every major channel - Meta, Google, Microsoft, Amazon and TikTok - plus Pinterest, X and Snapchat.
Led end-to-end acquisition in-house at an 8-figure brand, across creative strategy, paid ads and CRO.
Deep generalist who knows how lifecycle, retention, and owned and organic channels feed overall growth.
Co-authored the book Beyond ROAS with a CFO.
Teach marketers financial fundamentals through the Move the Needle community.

Profit

What’s your biggest lever?

1Annual revenue (start here)

2Average order value (AOV)

3Gross margin

4Cost to get a new customer (nCAC)

5Move a lever

New customers

0%

nCAC

0%

Returning orders

0%

$925,000

Profit contribution

Move a lever to see the change

0.67x

First-order LTGP:nCAC

How it works

In this example brand, 42% of revenue comes from first orders. At $5M revenue and a $60 AOV, that's 35,000 new customers and 48,333 returning orders a year ().

Profit contribution is gross profit minus the cost of getting new customers: Fixed costs and overheads aren't in this number.

First-order LTGP:nCAC is the gross profit on a first order divided by what it cost to get that customer:

Biggest lever. Each lever is improved by 10% on its own (more new customers, a lower nCAC, more returning orders), and the one that adds the most profit contribution is ranked first.