ROAS CASE STUDY · 02 / 10
Natural SKINCARE
A small-batch natural skincare DTC brand, taken from one shaky channel to a measured full-funnel engine.
The CLIENT
A small-batch skincare brand built on whole, natural ingredients, selling a hero SKU plus bundles direct to consumer across North America, with a growing subscription option.
The CHALLENGE
The brand was living and dying by Meta alone, and the platform's dashboard ROAS didn't match what Shopify said was actually landing in the till. Scaling attempts kept stalling around $8k a month in spend because nobody trusted the numbers enough to push harder.
What we DID
- Reconciled platform-reported revenue against actual store orders every week, splitting new from returning customers, so scaling decisions ran on ground truth instead of dashboard flattery.
- Added Google Search, Shopping and Performance Max to capture the demand Meta was creating, instead of letting it leak to marketplaces.
- Ran a standing creative-testing cadence on Meta: three fresh concepts at a time, every ratio, losers killed fast.
- Excluded existing purchasers from prospecting so growth budget only chased new customers.
- Led with bundles in offers and creative, lifting average order value 23% without touching price.
The hourly clock effect
Creative fatigue on Meta shows up in days, not weeks. Watching click-through rates and ad costs hour by hour meant tired ads were rotated out before they dragged the account's efficiency down — which is what kept ROAS stable while spend tripled.
The RESULTS
- Blended ROAS
- 2.1x → 4.7x
- Attributed revenue
- $1.12M
- Average order value
- +23%
- New-customer share
- 68%
- Email & SMS list
- +19,000
Want numbers like these on your account?