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From abandoning Meta to making it a key growth driver again
Beautiful Brows and Lashes is a beauty brand with a loyal customer base and strong product offering. However, after struggling with tracking issues and poor ad performance, they had abandoned Meta advertising entirely, focusing their energy elsewhere.
Despite working with multiple teams and testing various strategies, the brand’s Meta campaigns were stuck at around 1x ROAS, essentially breaking even. Without accurate tracking and with limited audience insights, Meta had become a frustrating and unprofitable channel for them.
We began with a full audit of their Meta Ads account, reviewing:
Campaign structure
Overall strategy and testing process
Tracking accuracy
Audience analysis
We identified quick-win opportunities and implemented them immediately, leading to visible results within the first 10 days. Key changes included:
Precise audience targeting to reach high-intent buyers.
Restoring accurate tracking to ensure informed decision-making.
Optimising campaigns for both efficiency and scalability.
Our changes reignited Meta as a major growth channel:
Achieved 5x ROAS year-to-date.
Delivered consistent month-on-month growth.
Enabled expansion into new offers and supported the growth of other areas of the business.
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