Skincare

The Client’s Story

This US-based skincare company blends dermatological science with everyday skincare. Focused on active ingredients and visible results, the brand offers professional-grade products designed to restore skin health and confidence. Their formulas are built around clinical research and targeted results, helping customers feel great in their skin.

Objectives

After previous campaigns struggled to deliver results, the brand came to us with one clear goal: rebuild Google and Meta Ads to drive profitable new customer acquisition. This meant lowering customer acquisition costs, moving away from brand dependency, and building a system for scalability.

Challenge

The ad accounts were active but misaligned:

• Google Ads relied heavily on branded search, which inflated ROAS but brought few new customers
• Meta Ads lacked creative direction and suffered from poor attribution
• The brand’s margins required better CPC control and more efficient cold traffic

Google Ads – Before (Triple Whale Reporting)

Meta Ads – Before (Triple Whale Reporting)

The Growth Method

Google Ads

We paused branded campaigns and launched a cold-intent strategy:

• Focused on high-intent keywords based on product and problem combinations
• Rebuilt the Shopping feed for better visibility and performance
• Used Performance Max with cold signals, including keywords, interest segments, and customer lists
• Tested manual bidding to bring CPC down and improve spend efficiency

Meta Ads

The Meta account needed more than campaign tweaks. We changed the core structure:

• Removed Meta Shop as the destination to improve the user flow
• Built a single-product strategy around the top-performing item
• Produced performance-driven UGC and tested hook-based formats
• Launched a dedicated landing page to support cold traffic and boost conversions

Creative strategy

Early Results

In the first month:

• CPC dropped from 1.66 to 0.89
• Cold keywords brought in higher volume and lower-cost traffic
• Meta hooks with strong clickthrough rates were identified and scaled
• Performance Max started driving consistent non-branded sales

What Blocked Growth

Meta Ads continued to show attribution issues. Cold campaigns struggled to convert, and results were volatile despite early signs of success.

How We Fixed It

We improved the path to conversion:

• Replaced Meta Shop with a CRO-focused product page
• Aligned the funnel around a proven sequence: single product, landing page, warm retargeting
• Adjusted Performance Max to entirely exclude branded terms and strengthen cold signal inputs

Scaling Strategy

With working assets in place, we leaned into the growth phase:

• Scaled manual CPC campaigns using top keyword sets
• Built a creative refresh system based on hook testing and UGC variation
• Reallocated budget to best-performing audiences and angles
• Applied creative and copy insights across platforms to increase conversions

Performance Snapshot

Based on last-click attribution via Triple Whale:

Google Ads

• Revenue: 98,974.61
• Spend: 23,211.18
• ROAS: 4.26 (up from 2.12)

Google Ads – After (Triple Whale Reporting)

Meta Ads

• Revenue: 10,706.91
• Spend: 14,363.57
• ROAS: 0.75 (up from 0.21)

Meta Ads – After (Triple Whale Reporting)

What’s Next

• Scale the one-product landing page across Meta and Google
• Launch smart bundling and build a post-purchase flow to increase customer lifetime value
• Expand the non-branded keyword pool to capture more cold demand
• Test AI-generated UGC and new landing page variants
• Use creative and audience signals across platforms through Triple Whale

If you run a skincare or wellness brand and want to grow profitably, let’s talk. We help turn ad spend into long-term revenue growth.