Beauty DTC · scaled Meta from $80k → $420k/mo at hold-CAC
The brand had hit a ceiling on Meta at $80k/mo spend. Every push above that line collapsed ROAS inside 72h. Three agencies had tried and blamed the creative. The creative wasn't the problem.
- Rebuilt account structure: 30+ legacy campaigns consolidated into 4 ASC + 3 manual prospecting sets
- Installed a 2-ad-per-day testing pipeline — winners auto-promoted, losers killed after 3 days, no meetings required
- Moved decisioning from day-1 platform ROAS to 14-day blended contribution pulled nightly from the warehouse
The account was a graveyard. 34 campaigns, most launched by previous agencies, most never turned off. Meta’s algorithm was trying to learn across audience overlaps that shouldn’t have existed. Every new spend dollar had to fight the old ones for placement.
Week one was demolition. We consolidated 34 campaigns into 7 — four ASC, three manual prospecting sets targeting specific retention cohorts. Spend initially dropped because Meta was relearning, and ROAS wobbled for eight days. The founder was nervous. Day nine the curve flipped.
The second discipline was cadence. Most agencies in this space run creative tests in three-week sprints. We ran them daily. Two new ad variants ship every weekday, winners auto-promote on day three, losers shut off. No 90-minute creative-review calls. The pipeline did 180 ad variants in the first quarter — triple the brand’s prior annual output.
By month six Meta spend had climbed 5.2× off the starting point. Blended CAC held flat — which, at that spend level, is the goal. Revenue followed spend, on the clean line every operator wants to see.