The Challenge

Our client’s goal was to further expand its presence in the nail tech industry to capture a bigger market share and position itself as the leading company for gel polish. Having managed their own Facebook ads for a few years, their 13 ROAS (return on ad spend) was impressive to say the least. But to scale to the next level, there were many things they needed to implement like introducing dynamic ads and broadening their audiences to drive customer acquisition.

Insights

Upon scrutinizing their Facebook ad account, our immediate steps were to expand their targeting by leveraging different value-based lookalike audiences, and dynamically test additional creatives against these audiences. Their former account structure, while effective, was rather simplistic: one campaign, one lookalike audience, and one ad. Now, we’re proponents of doing whatever works for as long as it generates solid results (which it did), but we knew right off the bat that we could leverage best practices such as the Power 5 strategy, audience expansion, and campaign budget optimization to advance growth and increase ROAS.

Another key component of our scaling strategy was engaging retargeting, something that they were not previously doing. With a substantial following of nearly 90,000 followers combined on Instagram and Facebook, we saw ample opportunities that would allow us to remarket to these users who were already engaged with the brand.

Thus, our initial deep dive session not only helped us gain a deeper understanding of their target market so we could craft impactful messages, but revealed almost a Pandora’s box of Facebook ads scaling strategies in our toolbox that when deployed, would produce massive results for our client. 

Also, given their wide range of their gel collections, we decided to choose a handful of products for our initial campaigns. We would then layer additional products from their catalog on top of this as sales grew.

Our Results

The result? Our return on ad spend climbed over 60% from 13 to 21 in only four short weeks. What’s more, we sustained an average return of 20 across all our campaigns thereafter, generating sales of more than $244,000 from a total ad spend of $12,000. Our client has seen explosive growth and is on track to generate half a million dollars in sales in the next quarter.