Client: A direct-to-consumer skincare brand Service: Facebook Ads Timeline: 4 months

The Challenge The client was running Facebook ads in-house with a modest budget and inconsistent results — a return on ad spend hovering around 1.4x, barely covering costs. Campaigns were set up with broad targeting and no clear retargeting structure, and creative had not been refreshed in several months.

What We Did

• Restructured the campaign architecture into a full funnel: cold prospecting, warm engagement retargeting, and cart-abandonment retargeting
• Rebuilt audience targeting around lookalike audiences sourced from existing customer data
• Developed and tested six new ad creative variations focused on product benefits and real customer results
• Corrected the conversion event tracking setup to ensure the algorithm was optimizing toward actual purchases
• Implemented a bi-weekly creative refresh cycle to stay ahead of ad fatigue

The Results (4 months)

• Return on ad spend increased from 1.4x to 3.8x
• Cost per purchase dropped by 52%
• Monthly ad-attributed revenue increased by 210%
• Retargeting campaigns alone accounted for 38% of total conversions at a fraction of the cost per acquisition of cold campaigns

Client Takeaway “We were spending money every month without really understanding why some months worked and others didn’t. Having a proper funnel and someone testing creative constantly instead of ‘set and forget’ made the difference — we finally know our ad spend is working for us.”