Beauty · D2C · 01/04
Spend was scaling. Returns were sinking. We fixed the account, the tracking, and the funnel.
The situation
They came in spending ₹4L/month with a 1.1x blended ROAS. Their account had 60+ active campaigns — most left over from experiments nobody killed. Broad targeting was eating budget that should have gone to proven buyers.
Their Shopify revenue and Meta-reported revenue were ₹8L apart because pixel tracking had broken after a theme update six months prior. Without clean data, every optimisation decision was made on wrong numbers.
What we did
Mapped every active campaign to a revenue outcome. Killed 37 campaigns that had spent ₹2.4L with zero attributed purchases. Consolidated what remained into 3 buyer-intent tiers: cold, warm, and retargeting.
Implemented server-side conversion API alongside the Meta pixel. Matched events against Shopify order data. Closed the ₹8L reporting gap within 2 weeks. Now optimising on real numbers.
Shot and edited 12 new ad concepts in the first 3 weeks. Tested 3 hooks per concept. Identified the 2 winning angles (before/after skin texture, ingredient story) and put 80% of budget behind them.
Once ROAS stabilised at 2.4x blended, scaled the top 3 campaigns from ₹40K/day to ₹1.1L/day with less than 8% ROAS degradation.
The results