DTC Skincare · Netherlands · €30k/mo budget
From 1.8x to 4.2x ROAS in 5 months
230%
Revenue increase
-42%
CAC reduction
4.2x
ROAS achieved
Case Study
Overview
A premium Dutch skincare brand was burning through €30k/month on Meta and Google ads with a 1.8x ROAS — barely breaking even after COGS. Their agency was running broad targeting with generic lifestyle creative. No testing cadence. No creative strategy.
The Challenge
The ad account had 14 active campaigns with massive audience overlap, hemorrhaging budget through frequency fatigue. Their conversion tracking was misconfigured — counting add-to-carts as purchases — so reported ROAS was inflated. Actual performance was closer to 1.2x.
The Approach
Week 1: Full audit revealed the tracking issue. Rebuilt the pixel setup with server-side CAPI and accurate event mapping. Consolidated 14 campaigns down to 4 structured by funnel stage. Weeks 2–3: Launched 30 new creative variants — product close-ups, before/after UGC, ingredient education reels. Killed 22 within the first week based on hook rate and cost-per-initiate-checkout. Weeks 4–8: Scaled the 8 winning creatives by 20% every 4 days. Introduced Google Shopping with product feed optimisation. Added email retargeting for cart abandoners.
Results
Within 5 months, ROAS climbed from a true 1.2x to 4.2x. Revenue increased 230% while CAC dropped 42%. The brand now profitably spends €45k/month and growing.
“Alexander didn’t just fix our ads — he showed us our tracking was wrong from the start. We thought we were at 1.8x. We were at 1.2x. That honesty is why we trust him completely.”
Sophie van den Berg
Head of eCommerce
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