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.
unami skincare stopped pushing a viral post as an ad
STRATEGY overview
2X
Return on Ad Spend
(ROAS)
28K
Meta-Attributed Revenue
+40%
INCREASE IN AVERAGE ORDER VALUE
This is a story about how I stopped showing a viral ad pulling great engagement but lackluster sales, and started running ads that immediately showed skincare transformations to people struggling with their skin.
The result? Low sales, wasted clicks, and a feeling that ads just weren’t working.
"I have only $10K allocated for ads - the last in my savings"
THE CHALLENGE
- Josephine bonsu, CEO (Seept 2024)
MY STRATEGY
strategy framework
We made separate ad groups for acne buyers, dark spot buyers, and general shoppers.
We made special Black Friday ads that only spoke to deal hunters.
I thought about the customer path:
People who never heard of the brand got intro ads; People interested but not ready, got education ads; People who visited the site got reminder ads to buy
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I set all the ads up like a journey. New audiences saw short intro ads, interested shoppers were educated with simple proof and explanations, and ready-to-buy audiences were given a direct offer with urgency. Creative leaned on before-and-after proof and short, direct copy. Black Friday campaigns stood apart so the sales message was impossible to miss. I tracked performance by segment, watching purchases grow, costs stabilize, and revenue lift week by week as the journeys unfolded.
THE EXECUTION
Skin Problem Ads
Acne ads brought in $19,800.
Dark spot ads brought in $2,400.
Black Friday Sale Ads
Brought in $4,200 by calling out discounts clearly.
Catalog + Reminders
Extra ads showed the full product line and reminded past visitors, adding more sales.
"Elsa has been amazing with my brand.I'm grateful for her understanding and commitment to making sure we succeed."
THE Results
-JOSEPHINE BONSU, CEO (JAN 2025)
- Turned $19K ad spend into $28K in revenue
- Drove a traffic surge that pushed inventory to sell-out levels.
- Maintained profitability and brand trust by pausing before customer experience could be impacted.
YOY INCREASE IN Q4 REVENUE FROM META ADS
SHOPIFY TOTAL REVENUE FROM OCT-DEC
META ADS REVENUE FROM OCT-DEC
+51%
$45K
$28K
KEY INSIGHTS & LEARNINGS
I'm Ready
Let's work!
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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.
