Meta Ads case study
Luma Botanics: 4.2× ROAS and 3.1× Revenue From Meta Ads
UGC-led creative testing, a clean Conversions API setup and a simplified Advantage+ structure scaled a skincare brand profitably.
4.2×ROAS (from 1.9×)
3.1×Monthly revenue
−41%Cost per purchase
38Creatives tested
The challenge
- ROAS had dropped to 1.9× after iOS privacy changes and the pixel was missing about a third of purchases.
- Ten small ad sets were competing against each other for the same audiences.
- Creative was polished studio photography that fatigued within two weeks.
Our approach
- Implemented the Conversions API alongside the Pixel with event deduplication; event match quality rose from 4.8 to 8.1.
- Consolidated into one Advantage+ shopping campaign plus a small prospecting test campaign.
- Ran a weekly creative sprint: 38 UGC videos, founder stories and before/after routines (with consent).
- Built offer tests (bundles vs. single products) and a post-purchase upsell to lift order value.
- Reported blended MER alongside in-platform ROAS to keep decisions honest.
The results
| Metric | Before | After 4 months | Change |
|---|---|---|---|
| Monthly ad spend | £22,000 | £31,000 | +41% |
| Revenue from Meta | £41,800 | £130,200 | +211% |
| ROAS | 1.9× | 4.2× | +2.3 |
| Cost per purchase | £38.60 | £22.70 | −41% |
| Average order value | £71 | £95 | +34% |
“Creative testing every week changed everything. We finally know which messages sell.”
— Founder, Luma Botanics
Services used
Meta AdsSee the service →
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