We run paid acquisition
for health and wellness
brands.
Media buying, creative production, funnels, and tracking, run end to end by a senior operator with AI systems underneath. Every account is judged on net cost per acquisition.
What we do
The Square Table takes over the paid acquisition function for consumer health, wellness, and ecommerce brands doing roughly $300k to $5M a month. We buy the media, produce the creative, build the funnels, and run the tracking, and we reconcile all of it against cash collected.
Most clients come to us with rising acquisition costs, tired creative, and reports they've stopped trusting. The work starts with a teardown of the numbers and ends with a function that holds up at scale.
Where AI fits
AI runs underneath everything we ship. Creative engines that produce a month of tested ad variants in a day. Dashboards that join ad spend to actual revenue at the ad level. Automation that flags winners and kills losers on live data.
We built these systems while running eight figures a year in ad spend, and they're the reason one senior operator can carry work that used to take a floor of specialists.
The pattern we see most often: a brand spends six figures a month, the agency reports a healthy ROAS, and the founder can't find the money. Somewhere between the platform's numbers and the bank account, the story falls apart. That gap is where we start.
We've found eight-day tracking blackouts hiding thousands in spend. Phantom purchases poisoning a conversion API. A 4.06 ROAS buried inside an account averaging 1.13. In every case the fix started with reconciling reported numbers against real ones, ad by ad, over windows that match how customers actually buy.
Every account we run is judged on net cost per acquisition, reconciled against cash collected.
How we work
Meta and Google, managed at the ad level. Kills and scales are surgical, judged on net cost per acquisition over windows that match real buying behavior.
50 to 100+ tested statics, advertorials, and video variants a month, produced by pipelines we built. Volume without a creative department.
Quiz funnels, advertorials, landing pages, and checkout paths. Built in-house, shipped in days, tested against the control.
Attribution reconciled against cash collected. When the dashboard and the bank account disagree, we find out why before spending another dollar.
One operator runs all four, so nothing dies in a handoff between departments.
Start with the teardown
The first thing we do for any brand is a forensic audit of the ad accounts and funnel economics. What a customer actually costs, which ads carry the account, and where the reporting is wrong. You get a written findings doc and a walkthrough call.
If the numbers say we can help, we'll propose the engagement. If they don't, you keep the audit.
The Square Table is small on purpose. We run a limited number of engagements at any given time because the work requires depth. The person in your ad account is the same operator who runs $1.4M a month for our largest client. Matt Benter founded The Square Table and runs it with a small team. If you work with us, you'll work with them.
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