Lead Performance Marketer & Founder I curate bespoke performance strategies without giving my clients the burden of expensive retainers, pinpointing data-driven nuggets that drive growth in real time.
busanbare treated nails like skincare & doubled their revenue
STRATEGY overview
+98%
ATTRIBUTED REVENUE MONTH OVER MONTH
-47%
COST PER PURCHASE
+125%
Purchases
From Paid Social
BusanBare came to Market to Humans with a Korean nail care line that shoppers loved and an ad account stuck below breakeven. Thirty days of repositioning, structured creative testing and disciplined scaling delivered their strongest paid social month on record.
My approach was to stop competing in the nail aisle entirely. We repositioned BareRepair as skincare for your nails, rebuilt the creative pipeline around real customers, and put every new concept through a testing structure that told us exactly what deserved more budget. Then we scaled spend 20 percent while efficiency was still improving, not after it plateaued.
Before Market to Humans, BusanBare's Meta account was managed by another agency, and the spring of 2026 tells the story. In April, $2,649.03 in spend produced just $548.26 in attributed revenue: 12 purchases at $220.75 each, a 0.53 percent conversion rate, and a ROAS of 0.2. Every dollar in was coming back as 20 cents.
The response was to spend more. April's budget was already up 86 percent over the prior month, and in May spend more than doubled again to $6,943.94. Efficiency improved but never crossed the line: ROAS reached only 0.8, with purchases still costing $57.39. By the June handoff the account was spending $9,374.84 to generate $7,867.92, still losing money at the highest budget in its history.
Scaling was not the problem. Scaling without a reason to believe was. The creative treated BareRepair like a beauty accessory rather than the ingredient-led product it is, and winning and losing ads lived side by side in the same campaigns, so more budget just meant more spend behind the same unanswered questions.
THE CHALLENGE
MY STRATEGY
strategy framework
We moved BareRepair out of the nail aisle and into a category of one: keratin-infused gels that nourish while you wear them.
Creator UGC featuring the women who actually buy the product, with large captions built for sound-off viewing, replaced polished brand creative
Dedicated test campaigns pitted static against video and concept against concept. Only proven winners graduated into scale campaigns
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The account was rebuilt around a simple pipeline: every new concept entered a test campaign where formats competed head to head, including a dedicated static versus video split so the format question was answered with data instead of opinion. Winners moved into Advantage+ scale campaigns where Meta's delivery could work with proven creative and broad audiences.
Creative volume did the heavy lifting. We briefed multiple creators against the two angles that mattered most: how easy the product is to apply, and the Korean patented ingredient story behind it. Video earned 78 percent of spend, but keeping static in rotation paid off, with static units among the top performers in both test and scale campaigns.
With the structure in place, we raised spend 20 percent. Because the creative was stronger and the delivery cleaner, every efficiency metric moved the right way at the same time: CPM fell 17 percent, CPC fell 29 percent, and click-through rate climbed to 4.29 percent.
THE EXECUTION
The account went from leaking money to compounding it inside a single month.
Between July 20 and August 20, purchases climbed 125 percent to 366 while cost per purchase was cut nearly in half, from $57.51 to $30.75. On-site conversion from paid traffic rose to 5.64 percent, up 28 percent, confirming the new positioning was attracting shoppers who actually wanted the product.
The growth showed up beyond Meta's own reporting. In Google Analytics, revenue from Instagram paid social was up 125 percent and Facebook paid was up 44 percent over the same period, so the platform numbers and the source of truth told the same story.
ROAS moved from 0.8 to 1.4, a 65 percent improvement, while spend was scaling. The account crossed from below breakeven into profitable territory with momentum still building.
THE Results
The second lesson is that scale and efficiency are not opposites. Spend went up 20 percent in the same month that CPM, CPC and cost per purchase all fell, because budget followed proven creative through a deliberate test-and-scale structure instead of chasing every new idea at once.
For founders whose ads feel stuck below breakeven, the account is rarely the whole problem. Fix what the ads are saying and who is saying it, give winners a clean path to budget, and the same platform that was losing money can become your growth engine.
ROAS 0.8 to 1.4
Purchase
Conversion Rate
Click-Through
Rate
+65%
5.6%
4.3%
KEY INSIGHTS & LEARNINGS
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