An end-to-end analytics and growth platform, built in-house at Soar, my last agency, where I led its build. Forecasts, profit and loss, ad performance and creative insights for every brand the agency manages, all in one place instead of a dozen tabs and spreadsheets. Houston, an AI assistant, is built in.
Before Control Room, a single brand's forecast took hours, sometimes days, of spreadsheet work. Understanding performance meant jumping between Meta, Google and TikTok, each claiming its own share of the credit, and creative insights meant exporting from Meta into yet another spreadsheet.
Control Room brings all of it into one in-house tool: Shopify as the source of truth, every ad platform alongside it, and a locked forecast each brand is paced against every day. The team opens one page in the morning and knows which brands are on track, and where to look if they're not.
Four connected tools, each answering a question the team used to answer by hand.
The daily command centre. Is the brand on track for the month, and if not, where should the team look first?
12-month forecasts built from each brand's own history: return curves per platform, a retention model for returning customers, budgets, costs and promo events. Change a budget and the whole forecast recalculates instantly. Lock it, and it becomes the month's target.
A full profit and loss down to what's left after ad spend and costs, the new vs returning customer split, and a day-by-day breakdown that shows exactly which days over- or under-performed.
Every Meta creative in one sortable view: spend, return, cost per customer and the signs an ad is tiring, with a preview of each ad and read-only reports to share with clients. No more spreadsheet exports.
The details that make the numbers trustworthy enough to run 30+ brands on.
Houston, the assistant inside the platform, lets the team ask about a brand's performance without digging through reports.
Revenue, orders and new vs returning customers come from Shopify. Ad platform figures are shown for efficiency, never added on top, so nothing is double counted.
New orders reach the dashboard in about five minutes, and refunds are picked up the same way.
Platforms keep restating attribution for weeks, so the recent window re-syncs several times a day and older data is backfilled nightly.
Pages load instantly, and a new store syncs in seconds.
Ads are flagged when frequency climbs, click-through drops and costs run above the account average.
Model a drop in Meta efficiency or a Black Friday push before spending a pound, and see the knock-on to revenue and profit.
I've spent 7+ years in paid advertising, agency-side and in-house, most recently as Head of Paid Search for 3+ years at Soar With Us, a D2C agency, growing brands to 8+ figures. I've since started Pavegrowth to continue my love of building and growing brands with that expertise.
Alongside the ad accounts I build Shopify themes, iOS apps and software products, including my own. Growth marketing and development under one roof. I utilise AI workstreams to support moving faster & streamlining internal & client workflows to ensure efficiency, whilst the strategy, judgement and accountability are mine. You talk directly to the person doing the work.
Thirty minutes to get to know your brand, your goals and where the growth is. No pitch deck, just a straight conversation about where we'd take it next.
I'll get back to you shortly about your request. Looking forward to learning more about your project & goals!
