(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
- TikTok
- + 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
★ Shortlisted, Standout Paid Media Campaign of the Year, UK Digital Excellence Awards 2026
INSÉRIF, 3x revenue year on year across three channelsBrands we’ve grown
Fashion, accessories, tech, food and drink and more
(02)Selected work
The numbers, and how we achieved them.
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










(B)The winners
Briefed, tested and scaled by us
















(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.
Creative and messaging
Creative is the number one route to success. We build an effective creative testing plan and optimise towards performance data.
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.
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 SullivanCEO & Founder, INSÉRIF(08)Who you’ll work with

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.
Official Meta case study
Paul’s creative testing framework with Osprey was published on Meta’s business website. Read it on Meta
UK Digital Excellence Awards 2026
Shortlisted: Standout Paid Media Campaign of the Year for our work with INSÉRIF.
PPC Live speaker
Talking incrementality and true business growth using Google Ads.
(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




