CAC down 45%. ROAS up from 1.8x to 3.2x.
A skincare brand was spending GBP 25K/month on Meta and Google with a blended ROAS of 1.8x. No creative testing system, no post-click journey optimisation, no LTV-based bidding.
UK Skincare Brand - Skincare
-45%
CAC reduction
3.2x
ROAS
+30%
New customer revenue
The challenge
GBP 25K/month paid media spend with blended 1.8x ROAS. Creative fatigue every 2-3 weeks. No structured testing. Post-click experience was generic for all traffic sources. Bidding optimised for purchases, not profitability.
The approach
Restructured paid media around customer journey stages: awareness creative testing framework, consideration landing pages by concern, conversion pages with social proof matching ad creative. Shifted bidding to LTV-weighted targets.
The outcomes
- CAC reduced by 45%
- Blended ROAS improved from 1.8x to 3.2x
- Creative lifespan extended from 2-3 weeks to 6-8 weeks
- New customer revenue up 30% on lower spend
"We thought we had a media buying problem. We actually had a journey problem. Fixing the post-click experience changed everything."
Growth Lead, UK Skincare Brand