Paid Media
3.2× ROAS lift for a beauty D2C launch
Restructured Meta campaigns with creative testing loops and audience layering — scaling spend while improving efficiency.
- Client
- Northline
- Industry
- Beauty
- Year
- 2025
- Duration
- 5 months
3.2×Return on ad spend
-
3.2×
Return on ad spend
Up from 1.4× once the account was rebuilt around winners.
-
−28%
Cost per acquisition
Held while weekly spend stepped up, not down.
-
4.1×
Spend scaled
Budget moved only after a creative cleared the efficiency bar.
Before and after
Return on ad spend
Acquisition cost
The brief
What we walked into
Northline was spending into a launch with one broad audience and a handful of static ads. Efficiency fell every time the budget moved, and the team could not tell a winning creative from a lucky day.
The work
How it was built
-
01
Rebuild the account
Split prospecting, retargeting, and retention into separate jobs, with a testing lane that could not quietly eat the scaling budget.
-
02
A weekly creative loop
Four new concepts a week, killed or graduated on a fixed read. The media buyers and the editors shared one scoreboard.
-
03
Scale only the proven
Spend moved in steps. A concept had to hold its cost for seven days before it was allowed a larger audience.
We finally knew which ad was allowed to spend. That sounds small. It changed the month.
The result
Where it landed
The launch month closed at 3.2× return, with acquisition cost down and a creative backlog the in-house team could keep running after handover.
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