The brand had scaled to a meaningful monthly spend on Meta by optimising for purchase volume. It worked, in the sense that purchases went up. It also meant the algorithm had learned to find discount-driven buyers with the lowest possible order value and almost no repeat rate. Contribution margin per customer had fallen for four consecutive quarters while the dashboard showed a healthy ROAS.
Four decisions did most of the work. Everything else was execution.
The brand spoke to "healthy skin" — a claim its entire category makes. We narrowed the positioning to one clinical concern the formulation genuinely addressed, which changed who the advertising could credibly speak to.
The old site put its effort into the homepage. We rebuilt product pages with real ingredient evidence, honest delivery expectations and a checkout that dropped from nine fields to four.
We fed second-purchase and 90-day value data back to Meta rather than first purchase. Cost per acquisition rose immediately. Cost per profitable customer fell sharply.
Three to five new concepts a month, tested one variable at a time. Winning hooks came from customer reviews, not from the brand team.
Within two quarters, blended ROAS moved from 2.1× to 4.6× while monthly spend increased. Average order value rose 22% because the new positioning attracted customers buying a regimen rather than a single discounted item. The repeat purchase rate at 90 days roughly doubled, which is the number that actually changed the economics.
“We were scaling something that was quietly getting worse. The uncomfortable part was being shown that our best-performing campaign was the problem.”
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