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Building a compliant paid media engine.

From zero infrastructure to $22M+ in attributed revenue across 14 regulated U.S. markets.

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Snapshot

RolePerformance Marketing Manager
CategoryCannabis, hemp, wellness
Markets14 U.S. states
Outcome$22M+ at 6.94x ROAS
$22M+

attributed revenue

6.94x

average ROAS

100+

state-market combinations

0

policy violations or account restrictions

The business problem

Traditional acquisition playbooks were unusable.

The organization needed scalable paid acquisition in a category where platform policies restricted standard remarketing, lookalikes, messaging, attribution, and landing-page behavior.

The question was not simply how to launch campaigns. It was how to build a durable system that could grow market by market without creating compliance risk or unreliable reporting.

The operating model

Four pillars turned constraint into structure.

01

Compliance-first architecture

Campaigns, landing pages, creative review, and measurement were designed around policy from the start.

02

Localized demand capture

Market-specific keyword and budget strategies reflected state-level demand, regulation, and competition.

03

Creative restraint at scale

Clear, compliant creative outperformed noisy volume by matching intent and reducing policy exposure.

04

Systems over spikes

Always-on layers, tentpole playbooks, and dashboards made the model repeatable across new markets.

Campaign highlights

Built for both durable revenue and high-pressure moments.

Holiday Programmatic

$3.4M 16.3x ROAS

10-Year Anniversary

$607K+ 25.94x ROAS

4/20 Buyers Club

$795K+ 10.56x ROAS

What this proves

Growth is stronger when the system is stronger.

The work created more than isolated campaign wins. It gave the business a repeatable acquisition model for a category where the easy version of paid media was not available.

  • New initiatives could launch faster because the architecture was already defined.
  • Creative stayed compliant without becoming generic.
  • Reporting connected paid media to business outcomes, not just platform metrics.
  • Market-level strategy replaced one-size-fits-all campaign duplication.

Need this kind of growth infrastructure?

Morgan helps teams make performance marketing work in categories where trust, compliance, attribution, and execution all have to hold together.

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