Six write-ups. Losses included.
Google Ads.
03 accounts · track recordThese are accounts the founder ran at Icarus, not ARQ engagements — track record, not client work. Every figure is platform-reported and pinned to its window; none of it is incrementality-adjusted. What each account is good for, and the question it cannot answer, is on its own page.
$2.07M in → $8.13M out
One quarter, four markets, 55% more budget — and every market grew. Measured on the brand's own revenue, not Google's conversion column.
Read the case →22× the spend, economics intact
€2,843 → €64,125 a month without the economics breaking. Orders went up 37×.
Read the case →12× budget, and orders got cheaper
€10.7K → €128.6K a month in eight weeks, at the one time of year when there is no room to be wrong. Cost per order fell 16%.
Read the case →
AI Automations.
03 systems · built with Claude CodeSystems we built for ourselves first and still run today: a brand we operated, a product we shipped for other people, and this agency. Each page carries the architecture, the actual screens and the numbers we have — including the ones that went the wrong way.
AI cockpit with 3 agents for a supplement brand
Orders, tickets and tracking in one store. The first run found 13 real problems, including an order paid for and never shipped for eight weeks.
Read the case →From lead to off-boarding: agency automation
Twelve automations covering the whole arc of a client, all reading from one warehouse. Four decisions stay human on purpose.
Read the case →AI operating system with agents for dropshipping
Every capability its own agent, an orchestrator routing the work, and a guardrail no approval can override. Rebuilt from a dashboard in one week.
Read the case →The next one.
Written either wayEvery experiment we run goes into a weekly ledger — the ones that worked and the ones that did not. The next write-up on this page gets built the same way, and the losses stay in it.
The next case on this page
Thirty minutes with Henk-Jan. If the numbers do not support the work, that is what you will hear.
Book a call →Or take the instruments instead
The calculators, reports and build blueprints our own engine runs on, written as Claude Code skills. Use them with us, against us, or without us.
Open the shelf →