(01)Performance-first paid media

We grow ambitious ecommerce brands, profitably.

What we do

Meta, Google, TikTok and Pinterest managed against net profit, NC-ROAS and CAC. Not vanity ROAS, not dashboards.

  • Meta
  • Google
  • TikTok
  • Pinterest
  • + more

Recent client results

INSÉRIF
Revenue, year on year+370%
FLY Sports
New customer orders+44%
JD’s Hot Honey
Acquisition cost-30%

Start here

Free account audit. No lock-in. Reply within one working day.

Book a free auditSee the results
A green lizard-grain phone case and matching accessories by INSÉRIF, laid out on a backgammon board

Shortlisted, Standout Paid Media Campaign of the Year, UK Digital Excellence Awards 2026

INSÉRIF, 3x revenue year on year across three channels

Brands we’ve grown

INSÉRIF, an Icatcha clientFLY Sports, an Icatcha clientJD’s Hot Honey, an Icatcha clientSEFI, an Icatcha client316 Ballers in God, an Icatcha clientAnderson & Garland, an Icatcha clientThe Herbtender, an Icatcha clientTubs Jackson, an Icatcha clientJungle Squad, an Icatcha clientFeisty, an Icatcha client

(02)Selected work

The numbers, and how we achieved them.

All case studies

More client results

To prove growth happens regularly with us

(03)What we do

More than campaign management.

(04)Creative that converts

We create winning ads

Research, concept, test, learn, iterate. Real creative from the accounts we run, before and after Icatcha.

(A)Inherited

What the accounts were running before us

Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha
Ad creative the account was running before Icatcha

(B)The winners

Briefed, tested and scaled by us

Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha
Winning ad creative produced by Icatcha

(05)Why Icatcha

Paid media managed around your commercial goals.

We connect media performance to the numbers that matter to your business, from new customer growth and acquisition costs to contribution margin and profit. You’ll know what we’re doing, why we’re doing it and where the next opportunity lies.

With Icatcha

The traditional agency model

Commercial targets agreed upfront

Media targets viewed in isolation

Focus on profitable new customer growth

Focus on platform-reported ROAS

Strategy built around your business

The same playbook for every account

Clear, proactive communication

Updates saved for the monthly call

One joined-up view across channels

Channels managed in silos

Decisions based on testing and evidence

Tactics based on assumptions

Proactive on your account to grow the brand

Waiting for the client to push

(06)How we work

The three fundamentals.

The fundamentals have to be right before a brand can scale. Every account we run is built on the same three.

(01)

Creative and messaging

Creative is the number one route to success. We build an effective creative testing plan and optimise towards performance data.

(02)

Account structure

We build account structures that fit your business goals, whether that is profitability, stock or internationalisation. Consolidating and removing overlap fuels the algorithm, cuts in-platform costs and gives you reporting by market, territory and activity type that you can trust.

(03)

Testing and measurement

We work towards lower acquisition costs through a strong test and learn approach, measured on CAC and LTV rather than platform ROAS.

(07)What clients say

The part we can’t write ourselves.

Unedited, from the founders and marketing leads we’ve worked with. Pick a brand to read theirs.

Pick a client· swipe

Paul and the Icatcha team are truly an extension of the INSÉRIF team and never feel like an external agency. We’ve seen fantastic performance growth and meaningful channel expansion, always backed by clear data, insight, and strategic planning. Would highly recommend!
Liam SullivanLiam SullivanCEO & Founder, INSÉRIF
01/05

(08)Who you’ll work with

Paul Salame, founder of Icatcha

Paul Salame

Founder, Icatcha

Built by someone who’s done it before.

Paul founded Icatcha following a successful career working for well-respected paid media and ecommerce agencies across London. He developed strong relationships and achieved amazing results with a number of 7+ figure brands across multiple verticals, leading to numerous client & individual award nominations across UK Paid Search & Social award ceremonies.

His creative testing framework with Osprey was published as an official Meta Business case study, and he’s spoken at PPC Live on driving incrementality and true business growth with Google Ads.

(01)

Official Meta case study

Paul’s creative testing framework with Osprey was published on Meta’s business website. Read it on Meta

(02)

UK Digital Excellence Awards 2026

Shortlisted: Standout Paid Media Campaign of the Year for our work with INSÉRIF.

(03)

PPC Live speaker

Talking incrementality and true business growth using Google Ads.

More about Icatcha

(09)FAQ

Common questions.

Everything brands usually ask before working with us. Anything else, just ask.

We operate as a growth partner, not an external agency. Instead of optimising for platform ROAS, we build a forecast-led commercial model around net profit, NC-ROAS, CAC and LTV, then run structured creative testing, best-practice account structures and transparent reporting to hit those targets. You get proactive communication, industry-specific expertise and current platform tactics, not a set-and-forget retainer.

Always. Nothing we run is off-the-shelf. Every engagement starts with a discovery and strategy roadmap session where we learn your margins, products, seasonality and goals. Media spend is then aligned to your profitability targets by channel, market and activity, and we adapt the plan as your business evolves.

Against the numbers that matter to your P&L: customer acquisition cost, customer lifetime value, NC-ROAS and net-profit contribution, supported by incrementality testing rather than in-platform ROAS alone. You’ll receive detailed, transparent reporting broken down by channel and activity, so you always know exactly what’s working and why.

Three simple steps. First, an intro call to discuss your business and goals. Second, if we’re a good fit, a free audit of your ad accounts with a paid strategy proposal. Third, a dedicated discovery session where we learn everything about your business and agree the initial strategy roadmap. Then we get building.

We keep pricing simple with a monthly retainer scoped to your channels and spend level. It includes strategy, campaign management across the agreed channels, creative testing plans, feed optimisation, reporting and regular performance calls, with no hidden extras. We’ll always give you a clear quote after the free audit.

We typically work with 6-8 figure DTC brands with meaningful paid media investment, but the honest answer is it depends on your margins and growth goals. Book a free audit. If we don’t think paid can be profitable for you at your current stage, we’ll tell you and point you in the right direction.

Next step

Ready to scale your brand?

Engagement
Rolling monthly, no lock-in
First step
Free account audit
Reply time
One working day

Work with a team that ties paid media to profit, not dashboards. Tell us where you want to be and we’ll show you the plan to get there.

+370%
Revenue, year on year
INSÉRIF
+44%
New customer orders
FLY Sports
-30%
Acquisition cost
JD’s Hot Honey
+87%
Store revenue, year on year
The Herbtender