The Situation
The client had everything a US skincare brand needs to win: a product range with real results, a growing customer base, and a category with strong online buying intent. What it didn't have was an advertising programme that could turn that opportunity into a predictable growth engine.
Spend was scattered across Meta, TikTok and Google Ads, but the platforms weren't being used as a system. Each ran its own campaigns, with its own creatives, optimising against its own version of "performance." The result was reasonable but unimpressive — money in, money out, no compounding.
The brand wanted three things from a proper programme: a higher monthly ceiling, lower cost per conversion, and the ability to plan around major commerce events like 11.11 without crossing fingers and hoping.
What We Did
We rebuilt the channel strategy so each platform had a clear job — and then ran them in concert.
- Meta and TikTok for demand generation and conversion. Meta carried prospecting and retargeting with a steady creative pipeline. TikTok layered in fresh angles and the lower-funnel buyer who responds to short-form proof.
- Google Ads for high-intent capture. Google Ads went to work on the buyers actively searching for skincare solutions — the highest-converting traffic — with conversion-focused campaigns that drove ~$9.9K+ in sales at an average cost per conversion of just ~$0.10.
- Coordinated creative testing. We ran a structured testing programme across all three platforms, refreshing creatives often enough to fight fatigue and identifying winners that could be amplified.
- Event-led sales planning. Major commerce events like the 11.11 sale were planned weeks in advance — offer design, creative calendar, budget allocation — so the campaigns walked into the event ready to scale rather than improvising.
The Results
August delivered the headline number: ~$44.5K in sales on ~$7.1K of ad spend — a 6x ROAS across Meta, TikTok and Google combined.
Google Ads alone drove ~$9.9K+ in sales at a remarkable ~$0.10 average cost per conversion, capturing the high-intent traffic the other channels couldn't reach.
The November 11.11 sale delivered ~$7.5K in revenue on ~$1.8K of spend — a 4x ROAS on a focused two-day push, proving the planned-event approach.
The brand now treats marketing as a system, not a set of campaigns. Each platform plays its role, the calendar runs around real commerce moments, and growth is something the team can plan against instead of hope for.
