AdFirst
AdFirst is a remote-first, boutique performance marketing agency delivering paid media, creative, analytics, and fractional CMO services to late-stage DTC e-commerce brands and select B2B clients across 10+ countries via a 6-person senior team.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What AdFirst does
AdFirst is a remote-first, boutique performance marketing agency founded by Alex Morgan that delivers full-stack paid media, creative, analytics, CRO, and unit economics services for late-stage DTC e-commerce startups and medium-sized DTC brands. The firm operates across two divisions — Consulting and Execution — that can be engaged separately or together, and offers three commercial engagement models: monthly retainers (targeted at brands spending $20K+/month on ads), project-based engagements for audits or launches, and Fractional CMO services for part-time executive marketing leadership.
The underlying tech stack is composed entirely of third-party ad and analytics platforms — Meta Ads Manager, Google Ads (Search, Display, Performance Max, Shopping), TikTok Ads Manager, YouTube, programmatic DSPs, GA4, Google Tag Manager, VWO/Optimizely, Hotjar/Microsoft Clarity, Looker Studio, Notion/ClickUp, and Salesforce — overlaid with internally developed creative testing frameworks, attribution methodologies, and playbooks. The firm does not operate a software platform, API, or proprietary ML/data product; its outputs are delivered as human-led services. To date, AdFirst reports managing $50M+ in aggregate client ad spend across 200+ campaigns, with a stated 97% client retention rate and 6.7x average ROAS across clients.
Revenue is generated through fixed monthly retainers, defined-scope projects, and premium Fractional CMO retainers; pricing is quote-based and not publicly disclosed. The customer base spans roughly a dozen named mid-market DTC and B2B logos across e-commerce, fashion, home decor, interior design, SaaS, and consulting, with delivery extending across North America, the UK, MENA, and Australia via a remote-first team of 6-7 senior operators.
AdFirst firmographics
Firmographics- Name
- AdFirst
- Legal name
- AdFirst
- Website
- https://adfirst.io
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AdFirst is a remote-first, boutique performance marketing agency delivering paid media, creative, analytics, and fractional CMO services to late-stage DTC e-commerce brands and select B2B clients across 10+ countries via a 6-person senior team.
- Ownership category
- akta.pro rank
AdFirst industry classification
Industry- Product category
- Performance Marketing Agency Services
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Performance Marketing Automation & Bid Management Services (MPAAACAM), Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where AdFirst is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AdFirst business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Retainer Engagements: Ongoing partnership with dedicated team, monthly strategy, and continuous optimization. Ideal for brands spending $20K+/month on ads. Provides consistent recurring revenue through fixed monthly retainer agreements with dedicated account teams.
- Project-Based Engagements: Defined scope, timeline, and deliverables. Perfect for audits, launches, or one-time campaigns. Variable revenue based on project complexity and scope.
- Fractional CMO: Executive-level marketing leadership on a part-time basis including strategy, team oversight, and vendor management. Provides recurring revenue at premium pricing tiers for senior advisory services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Retainer - Ongoing partnership with dedicated team and monthly strategy |
| Other | Multi-year contract | Project-Based - Defined scope, timeline, and deliverables |
| Subscription | Monthly | Fractional CMO - Executive-level part-time marketing leadership |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
AdFirst product offering
Product offeringCore offering
AdFirst is a performance marketing growth advisory and execution firm that delivers full-stack paid media and growth services for late-stage startups and medium-sized DTC e-commerce brands. It operates across two divisions — Consulting (independent expert analysis and growth roadmaps) and Execution (paid social, paid search/PPC, creative strategy, analytics, retention, CRO, and unit economics) — which can be engaged separately or combined. Services are delivered through retainer, project-based, and fractional CMO engagement models targeting brands spending $20K+/month on ads.
Product overview
AdFirst is a performance marketing agency offering two primary divisions — Consulting and Execution — which can be engaged separately or together. The core service portfolio spans paid social (Meta, TikTok), paid search/PPC (Google Ads including Performance Max), creative strategy with modular testing frameworks, analytics and attribution including media mix modeling, customer retention, website CRO, and unit economics optimization. Services are delivered through three engagement models: Retainer (ongoing partnership at $20K+/month ad spend), Project-Based (defined scope and timeline), and Fractional CMO (part-time executive leadership). The company specializes in DTC e-commerce and late-stage startups, supported by 200+ campaigns launched, $50M+ ad spend managed, and 6.7x average ROAS across clients. Additional offerings include content production and programmatic display advertising. The company operates globally across North America, UK, MENA, and Australia with a remote-first model.
Differentiator
Problem solved
Functional benefit
Products and services
- Growth Consulting & Advisory
Quantifiable outcome
- 6.7x average ROAS across clients
- +9 more outcomes
Companies that use AdFirst
Customer profileNamed customers17 records
Segments5 records
Ideal customer profiles3 records
AdFirst technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AdFirst partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights5 records
AdFirst competitors and assessment
Company assessmentDirect peers
- Ladder: Ladder is a performance marketing agency offering paid acquisition, creative, and growth strategy for DTC and SaaS brands. Closely comparable to AdFirst in service mix, growth-stage client focus, and outcome-driven (ROAS-tied) delivery model.
- Power Digital Marketing: Power Digital Marketing is a full-service digital marketing agency offering paid media, SEO, content, and CRO services to DTC and B2B brands. Comparable to AdFirst as a performance-led agency targeting scaling consumer brands with similar retainer-style engagements.
- Disruptive Advertising: Disruptive Advertising is a performance marketing agency focused on paid media, CRO, and lifecycle marketing for e-commerce and SaaS brands. Comparable to AdFirst in emphasis on data-driven paid social/search, attribution, and outcome-tied engagements.
- Metric Theory: Metric Theory is a digital marketing agency specializing in paid media, programmatic, and analytics for mid-market and enterprise clients. Comparable to AdFirst in performance marketing focus, paid media execution, and analytics/attribution services.
- Acceleration Partners: Acceleration Partners is a performance marketing agency specializing in affiliate, partner, and digital marketing programs. Comparable to AdFirst in performance-driven delivery, outcome-based engagements, and mid-market brand focus, though with stronger affiliate-channel emphasis.
- Wpromote: Wpromote is a digital marketing agency providing paid media, SEO, and CRO services across channels for performance-focused brands. Comparable to AdFirst in paid search/social execution, attribution emphasis, and mid-to-large DTC/B2B client base.
- Hawke Media: Hawke Media is a full-service digital marketing agency offering paid acquisition, retention, and creative services to DTC and e-commerce brands. Comparable to AdFirst in service portfolio, DTC focus, and tiered retainer model targeting mid-market clients.
- Tinuiti: Tinuiti is a large independent performance marketing agency specializing in paid search, paid social, and Amazon advertising for DTC and commerce brands. Directly comparable to AdFirst in service mix (paid media, creative, CRO) and DTC focus, though at meaningfully larger scale.
Broad incumbents
- Jellyfish: Jellyfish is a global digital marketing group offering paid media, creative, and analytics at enterprise scale across multiple regions. Comparable to AdFirst in paid media and analytics service lines, but operates as a much broader incumbent with global enterprise clients rather than a boutique.
- GroupM: GroupM is WPP's media investment group and one of the world's largest media buying organizations. Comparable to AdFirst in paid media buying and planning, but operates as a global incumbent across all channels and brand tiers rather than a DTC-focused boutique.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
AdFirst social profiles
Digital presenceAdFirst financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdFirst leadership team
Management profileNumber of profiles
Profiles6 records
AdFirst funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdFirst M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdFirst
What does AdFirst do?
AdFirst is a performance marketing growth advisory and execution firm that delivers full-stack paid media and growth services for late-stage startups and medium-sized DTC e-commerce brands. It operates across two divisions — Consulting (independent expert analysis and growth roadmaps) and Execution (paid social, paid search/PPC, creative strategy, analytics, retention, CRO, and unit economics) — which can be engaged separately or combined. Services are delivered through retainer, project-based, and fractional CMO engagement models targeting brands spending $20K+/month on ads.
Is AdFirst a public or private company?
AdFirst is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdFirst founded?
AdFirst was founded in -1. It employs 1 to 10 people.
Where is AdFirst based?
AdFirst is headquartered in New York, United States, in the North America region.
How does AdFirst make money?
Three revenue lines are on record. Retainer Engagements are the primary driver. The others are project-Based Engagements and fractional CMO.
Who are AdFirst's main competitors?
Direct peers on record are Ladder, Power Digital Marketing, Disruptive Advertising, Metric Theory, Acceleration Partners, Wpromote, Hawke Media and Tinuiti. Broad incumbents are Jellyfish and GroupM.
Does AdFirst have an API?
No public API is recorded for AdFirst.
What industry is AdFirst in?
AdFirst's product category is Performance Marketing Agency Services. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of MPAAACAM, Performance Marketing Automation & Bid Management Services. Its NAICS code is 541810 and its SIC code is 7311.