Driving Higher ROAS via Performance Marketing
From 3.5x to 23.4x ROAS in one quarter for a professional cosmetics brand breaking into the consumer market.
From Professional to Consumer
PAC Cosmetics was widely known as a professional makeup brand used by artists and stylists. The challenge was repositioning the brand to appeal to everyday consumers while maintaining its credibility and achieving profitable returns on paid media spend.
With a starting ROAS of just 3.5x from Meta Ads, the brand needed a comprehensive performance marketing overhaul to drive e-commerce purchases at scale.
Funnel-Based Performance Architecture
Meta Ads Funnel
Deployed a multi-layered funnel with custom audience segmentation. Prospecting, retargeting, and lookalike audiences were tested across multiple ad sets to find high-intent pockets.
Google Shopping & Search
Launched Google Shopping campaigns alongside branded and non-branded Search campaigns to capture high-intent demand from users actively looking for cosmetics products.
SEO Foundation
Parallel SEO strategy focused on adding 15+ new keywords per week, pushing product and category pages to Google's first page for competitive beauty terms.