Skincare Brand Meta Ads: ROAS From 2.2x to 4.8x in 75 Days

The challenge

• The account was running but not performing. Cost per acquisition was high, ROAS moved around with no clear reason, and there was no funnel logic behind the campaigns.
• Prospecting, retargeting and retention were all live at once and competing for the same budget. Tracking was incomplete, so decisions were being made on numbers that were not the real numbers.

What we did

• A full audit first: campaign structure, attribution settings, creative performance and the gaps between funnel stages.
• Then the rebuild. Each campaign got one job (prospecting, view content, add to cart, initiate checkout, purchase and retention) with its own budget, instead of overlapping audiences bidding against each other.
• The Conversions API was implemented so purchase data returning to Meta was accurate, which is what lets the algorithm optimise properly. Creative testing was scaled onto the winning ads rather than spread thin.

The outcome

In 75 days ROAS went from 2.2x to 4.8x, cost per acquisition dropped from $36 to $20, and monthly revenue grew from $31,500 to $156,800.

Project notes