Beauty Brand Funnel Rebuild
Meta + Google Ecosystem Scaling
46.91x ROAS WEEKEND SALE • CPA REDUCED FROM $34.82 TO $16.45
The Blueprint At a Glance
Fixing broken funnel infrastructure behind a struggling ad account
The brand had no proper retargeting structure, campaigns optimizing for Add To Cart instead of Purchases, Advantage+ automations left unchecked, weak audience segmentation, and Facebook traffic converting far worse than Instagram.
Most struggling beauty accounts do not need “better ads.” They need proper infrastructure, clean optimization signals, and full-funnel systems.
PROJECT PROFILE
Client: Fancy Face
Industry: Beauty / Ecommerce
Services: Meta Ads Management, Retargeting Strategy, Funnel Optimization
Weekend Sale ROAS
0
x
Account ROAS (from 4.62x)
0
x
CPA (from $34.82)
$
0
01 / THE CHALLENGE
The Problem
The brand had:
- No proper retargeting structure
- Campaigns optimizing for Add To Cart instead of Purchases
- Advantage+ copy and creative settings auto-enabled
- Weak audience segmentation
- Facebook traffic converting extremely poorly compared to Instagram
02 / THE strategy
What We Implemented
- Rebuilt campaign structure around purchase optimization
- Added retargeting campaigns
- Built warm audiences from social engagers + video viewers
- Added lookalike audiences from customer and Shopify data
- Fixed Meta Advantage+ automations that were hurting performance
- Improved landing page alignment and creative messaging
- Integrated stronger email and sales support
Growth Results
- Weekend sale campaign achieved 46.91x ROAS
- Overall ROAS improved significantly after restructuring
- CPA improved from approximately $34.82 to $16.45
- Account performance increased from approximately 4.62x ROAS to 8.62x ROAS
- Revenue increased while spend decreased
Key Takeaway
Most struggling beauty accounts do not need “better ads.” They need proper infrastructure, clean optimization signals, and full-funnel systems.
The Outcomes
- Weekend sale campaign achieved 46.91x ROAS
- Overall ROAS improved significantly after restructuring
- CPA improved from approximately $34.82 to $16.45
- Account performance increased from approximately 4.62x ROAS to 8.62x ROAS
- Revenue increased while spend decreased
Ana is an advertising unicorn. She doesn’t just manage ads — she builds data-driven strategies focused on driving measurable ROI. Her ability to quickly analyze performance and make smart optimizations has delivered strong results across multiple clients we’ve worked on together.
She’s proactive, reliable, and a true expert. I highly recommend her to anyone looking to scale their advertising programs effectively.
Natalie Vartanian
