01 · D2C skincare brand · 120 days

From campaign firefighting to governed growth.

Performance and conversion

The engagement began with a full-funnel review of Google Ads, Meta Ads, tracking, creative decisions, and the landing experience. Campaigns were then rebuilt by intent stage, creative testing gained explicit thresholds, and spend decisions moved into a weekly, margin-aware review cadence.

The objective

Increase profitable new-customer acquisition without forcing unsustainable ad spend, while establishing a repeatable performance system that could scale with clearer control.

Recorded evidence

Before and
after.

The displayed values reproduce the maintained case-study record. “Index” indicates a relative baseline where commercially sensitive absolute values are withheld.

01

Blended ROAS

Before1.1x

After3.2x

02

New-customer CPA

Before100 index

After62 index

03

Checkout conversion

Before1.6%

After2.9%

The connected response

What changed
in the work.

The intervention crossed functions where the problem required it, while retaining one decision thread.

  1. 01

    Rebuilt Google Ads and Meta Ads account architecture by funnel stage and audience role.

  2. 02

    Introduced weekly creative testing loops with explicit pass, refine, and stop thresholds.

  3. 03

    Mapped each advertising promise to the relevant landing-page objection, trust cue, and offer explanation.

  4. 04

    Moved budget reviews from headline ROAS to marginal efficiency, first-purchase cost, and conversion evidence.

Engagement timeline

120 days

  1. 01
    Diagnostic baselineWeeks 1–2

    Full-funnel audit, pixel and event validation, and leakage analysis by campaign and audience.

  2. 02
    System rebuildWeeks 3–6

    Campaign and audience restructuring, creative test matrix, and landing-page alignment.

  3. 03
    Scale governanceWeeks 7–17

    Budget reallocation by marginal efficiency, weekly decisions, and controlled expansion.

The operating shift

The condition
changed.

Outcomes are more credible when the operating changes behind them remain visible.

Before
  • Prospecting and retargeting audiences heavily overlapped, inflating CPM and frequency.
  • Creative decisions were based on preference rather than a structured testing cadence.
  • Landing pages did not match advertising intent, creating drop-off between click and checkout.
  • Leadership could not see which campaigns were creating profitable first-purchase volume.
After
  • Blended ROAS improved from 1.1x to 3.2x while monthly spend scaled with guardrails.
  • Cost per first purchase dropped by 38% through audience hygiene and placement controls.
  • Checkout conversion improved from 1.6% to 2.9% after message-to-page alignment.
  • Weekly reviews connected creative, landing, and spend changes to margin-aware outcomes.
Business impact

What became possible.

  1. 01

    Performance budgets moved from reactive spending to governed growth investment.

  2. 02

    Acquisition profitability improved while preserving room for controlled scaling.

  3. 03

    Leadership gained weekly visibility across channel, creative, and landing performance.

  4. 04

    The account moved from campaign firefighting to a clearer scale system.

Disciplines in the work

Connected where required.

03Growth & Performance02Branding & Creative
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