A newly launched skincare and cosmetics brand in the GULF region had a loyal customer base and consistent revenue—but they were stuck.
Their Meta ads had plateaued at a 2.6 ROAS, and new customer acquisition was becoming increasingly expensive.
They were spending, but not scaling.
They didn’t need more budget—they needed better returns.
Objectives
Increase overall ROAS to 6.0+
Improve ad efficiency without increasing spend
Diversify acquisition across Meta, TikTok, and Google
Structure campaigns for full-funnel targeting
Launch a creative testing system that drives real insights
Unify tracking and attribution across platforms
The Audit: What We Found
Meta Ads were over-reliant on broad targeting with exhausted creatives.
TikTok had no presence—missing out on an exploding beauty audience.
Google was running Smart Shopping only, with no control or insights.
Landing pages were generic and not aligned with ad messaging.
No clear funnel or testing methodology.
This wasn’t a creative or product issue—it was a strategy gap.
What We Did
1. Meta Ads: Total Campaign Restructure
Created dedicated cold, warm, and hot funnel campaigns
Moved from messy interest overlaps to ASC+ + stacked testing
Launched creative testing sandbox to rotate 3-5 creatives per week
Used UGC + product demos + authority content to test different angles
Built retargeting sequences:
Viewers → Product Page Visitors
Add-to-cart → Initiate checkout
Email subscribers (not yet buyers)
Key Shift: We separated creative testing from scaling. No more guessing.
Winning creatives were promoted into scaling campaigns with budgets scaled 20% every 48 hours.
2. TikTok: New Funnel, New Audience
Opened the TikTok Ads account and installed pixel tracking
Started with broad Top of Funnel campaigns focused on viral UGC
Worked with 3 micro-influencers to build native-style ads
Used Spark Ads to amplify creator content
Built retargeting to warm audiences from Meta + TikTok
TikTok wasn’t just acquisition—it fed the funnel and reduced Meta CAC.
3. Google Ads: From Auto to Smart Strategy
Paused underperforming Smart campaigns
Split campaigns by product category with exact match + phrase
Added negative keywords to refine targeting
Setup branded search campaigns to protect own terms
Created retargeting campaigns for people who visited but didn’t convert
Connected everything via GA4 and CAPI for accurate tracking.
4. Creative Strategy: Weekly Iteration Engine
We implemented a creative performance dashboard across all platforms. Every week we tested:
New hooks (skin struggles, transformations, routines)
New formats (UGC, founder-led, influencer-style, review)
New CTAs (discounts, limited stock, free gift)
New visuals (text overlays, raw demo, cinematic)
Top performers were scaled. Underperformers were dropped immediately.
This rhythm created predictable performance.
5. Cross-Platform Funnel Architecture
We mapped a customer journey across platforms:
Cold (TikTok video + Meta interest ads)
Warm (retargeting via Meta + branded Google Search)
Hot (abandoned cart + email/SMS)
Post-purchase (review requests + upsells)
We weren’t chasing attribution—we were building cross-channel momentum.
Why It Worked
Segmentation: Different campaigns for each funnel stage
Testing Discipline: Creative wasn’t random—it was engineered
Full-Funnel Focus: No leaky buckets. Every step mattered.
Cross-Platform Synergy: TikTok fed Meta, Meta fed Google
Data-Driven Scaling: Budgets went where results proved value
Client Quote
“We were burning money on ads without knowing what was working.
Spell gave us clarity, structure, and results. Our ROAS has never been this strong—across all platforms.”
Final Thoughts
Scaling isn’t always about increasing spend.
Sometimes, it’s about spending smarter, testing faster, and aligning every platform around one goal: profit.
