1.4× to 12.4× ROAS
in 90 days.
DTC E-commerce / Skincare / United States / Under NDA
A fast-growing DTC skincare brand was spending $18K/month on paid ads with almost nothing to show for it. We rebuilt everything — and turned their ad spend into their highest-ROI channel.
At a Glance
12.4×
ROAS Achieved
from 1.4×
-52%
Cost Per Acquisition
vs. baseline
+285%
Direct Revenue
in 90 days
+68%
Paid Channel Revenue
month over month
The Challenge
$18K/month in ad spend.
Almost nothing to show for it.
When this DTC skincare brand came to us, they were spending $18,000/month across Meta and Google Ads with a 1.4× ROAS — essentially breaking even after factoring in COGS and fulfillment.
The root causes were systemic: campaigns were poorly structured with overlapping audiences competing against each other, driving up CPAs. There was no proper conversion tracking — they were optimizing off platform-reported metrics that didn't reflect actual revenue. Creative fatigue was rampant with the same ads running for 6+ months. And their landing pages were generic product pages with no conversion optimization.
The brand was on the verge of cutting paid channels entirely. They needed a complete overhaul — not incremental tweaks.
Our Approach
A full rebuild in four parallel workstreams.
Step 01
Campaign Architecture Overhaul
We tore down the existing campaign structure across Meta and Google Shopping and rebuilt it from scratch. New campaigns were segmented by product line, funnel stage, and audience intent — eliminating the overlap that was cannibalizing spend and inflating CPAs.
Step 02
Conversion Tracking & Attribution
Implemented full-funnel conversion tracking using GA4 with enhanced e-commerce events and Server-Side Google Tag Manager. This gave us clean attribution data for the first time, allowing us to see exactly which campaigns, creatives, and audiences were driving real revenue — not just clicks.
Step 03
Structured Audience Testing
Launched a rigorous audience testing framework using lookalike cascades (1%, 3%, 5%) built from high-value purchasers. Combined with interest-based exclusion layers and dynamic creative optimization, we systematically found the highest-converting audience segments.
Step 04
Landing Page Redesign
Redesigned all paid traffic landing pages with conversion as the singular goal. Added social proof modules, urgency mechanics, streamlined the checkout funnel, and built variant-specific pages for each product line — resulting in a 2.3× improvement in landing page conversion rate.
The Results
From bleeding money to highest-ROI channel.
Before FYI Digital
After FYI Digital
Campaign Performance
DTC Skincare — Q4 Overview
ROAS
12.4×
+243%
CPA
$12.40
-52%
Revenue
$86.4K
+285%
Spend
$18K
0%
ROAS Over Time
Top Campaigns
Channel Split
"They turned our ad spend from a cost center into our highest-ROI channel. We went from considering cutting paid entirely to scaling it as our primary growth engine."
Head of Growth
DTC Skincare Brand — US
Timeline
90 days. Three phases. One trajectory.
Month 1
Foundation & Audit
1.4×
Full audit, tracking implementation, campaign rebuild. ROAS held steady while we restructured.
Month 2
Testing & Optimization
2.9×
Audience testing live. New creatives deployed. Landing pages launched. First signs of momentum.
Month 3
Scale & Compound
12.4×
Winning audiences scaled. Budget reallocated to top performers. ROAS hit 12.4× at higher spend.
Your Turn
Ready to turn your ad spend into your highest-ROI channel?
We start every engagement with a free audit. No pitch deck, no pressure — just an honest look at what's working, what's not, and what we'd change.
