Industry
Cosmetics and Skincare
Challenge
The client faced high acquisition costs, stagnant order volume, and unclear analytics that prevented them from safely scaling their new product.
Strategy
We drove performance scaling through a structured three-stage creative testing framework, algorithmic Meta and Google ad tactics (like hourly adjustments and bid caps), CRO collaboration, UGC influencer proof, and strategic Email/SMS promo triggers.
Key Product
Liquid Keratin-Based Products
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Overview
As Senior Media Buyer for SBLA, a skincare brand specializing in liquid keratin-based products, I led the brand’s growth trajectory from $330,000 / mo to $2.3 million / mo in ad spend within 12 months. This effort involved close collaboration with the team to overcome multiple scaling challenges.The Key Challenges
- Low order volume and brand recognition (new product launch)
- Elevated CPA
- Limited customer acquisition and revenue for sustainable growth
- Low customer LTV
- Insufficient testing framework
- Inadequate reporting to uncover scaling opportunities
The Performance Enhancements
Initial Metrics:
- Ad Spend: $330,475
- Revenue: $793,140
- ROAS: 2.4
Enhanced Metrics Post-Implementation:
- Ad Spend: $2,243,195
- Revenue: $5,520,000
- ROAS: 2.46
I scaled a new product launch from $793K to $5.52M in annual revenue—increasing ad spend nearly 7x (to $2.24M+) while improving ROAS to 2.46x through a 3-stage creative testing framework and advanced Meta scaling.
The Strategy
Creative Testing: Developed a three-stage creative testing strategy. The first two stages rigorously tested creative performance to maximize scalability potential. The third stage transitioned top-performing creatives from stage two into our TOF (Top of Funnel) scaling campaigns to assess their effectiveness in real-world conditions.
Meta & Google Ads: Leveraged the strengths of Meta and Google, with a particular focus on Meta for scaling. I implemented advanced, cutting-edge strategies, including hourly scaling adjustments to optimize the algorithm's targeting alignment. Additionally, I used Bid Caps and Cost Caps to expedite scaling on high-performing assets.
Conversion Rate Optimization: Collaborated closely with the team to enhance website performance, ensuring optimal conversion rates across our campaigns.
Email & SMS: We played a crucial role in our scaling efforts by deploying strategic “surprise” promotions via email and SMS, especially when paid ads underperformed. These timely campaigns helped maintain ad spend and stabilize account performance.
Influencers and UGC ads: Enhanced conversion rates by establishing authentic social proof through influencer partnerships and customer-centric content, influencing purchasing decisions.
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