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.
ocoa beauty STOPPED IGNORING THIS AND THEIR ADS SOARED
STRATEGY overview
3x
Return on Ad Spend
(ROAS)
25%
DECREASE IN cost per purchase
+580%
ad spend (w/o losing efficiency)
For OCOA Beauty, creative performance was the least of their problems. The initial months of our work together centered on laying the groundwork--customer behavioral analysis, pricing and content--that delivered their largest revenue month in company history.
Asking a bootstrapping business owner for more budget is usually a difficult ask especially if they have been getting burned by poor Facebook results. However, the numbers were very clear: we needed to raise spend on just one ad that was showing positive growth signals. From there, I tracked performance daily to make sure costs stayed under control as sales started to climb.
I took over the account in November 2024 and uncovered through extensive customer analysis that their marketing strategy was centered on promoting a low-value product, which was costing them a lot of money in the process.
The founder felt frustrated. To them, pushing more budget sounded risky: why spend more if the ads weren’t already working? But the truth was the ads weren't the only problem. They were directing traffic to products that their customers did not want, making it hard to grow through any marketing channel, much less Facebook ads.
"Elsa has been a great partner in helping us lay the foundation for our paid ads strategy."
THE CHALLENGE
- NICOL CANCELMO, CEO (JAN 2025)
MY STRATEGY
strategy framework
My initial analysis into their customers' purchase behavior revealed their original marketing strategy was a money-waster.
How we spoke about curly hair routines, featuring OCOA's products taped into identity, hair struggles and clean ingredients.
Paying close attention to the hooks + messaging that our targeted audience engaged with most gave us the signal to raise budgets quick
01
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Now that my analysis had uncovered how OCOA's customers were shopping, the first step was to allow for that purchase to be made effortlessly. We spent the first couple of weeks refining product pages, collection pages and built a fresh landing page.
The second thing we focused on was refreshing creative. I worked closly with their team to develop creatives that spoke to the pains and frustrations of their curly/wavy haired customers and positioned the products as the only way to make their hair routines successful.
And finally, I simpified their Facebook ad account structure to that these new creatives would receive optimal visibility at the low $50/per day budget I was authorized to use.
The results we received just TWO days after implementing this strategy were unbelievable, even to me!
THE EXECUTION
The change showed up almost right away.
In just 15 days, as sales surges and the revenue compounded, OCOA scaled spend by 580%. Instead of costs rising, the opposite happened: cost per purchase dropped from $20 to $15. Click-through rate climbed to 5.3%, showing that the new ads were hitting.
For the first time in two years, OCOA’s ads didn’t just run—they scaled profitably.
"We deeply appreciate her creativity and attention to detail, which allowed us to test and learn so much about what works for our brand
THE Results
- nicol cancelmo, CEO (JAN 2025)
Return on Ad Spend
(ROAS)
CTR OF NEW, REFRESHED ADS
ROAS INCREASE IN 15 DAYS
3x
5.3%
+52%
KEY INSIGHTS & LEARNINGS
I'm Ready
Let's work!
Book your introductory call
Have a Particular Question About Your Ad Account? I’m happy to answer and provide general optimization tips to get your account on the mend ASAP. I respond in the form of an audio message - be sure to give me sufficient context when you send in your question.
