GlowVault Skincare

Took a barely-breaking-even skincare brand from 2.1× to 6.4× ROAS in 60 days through a full Meta and Google.

About The Project

From Breaking Even to Breaking Records

GlowVault had everything a DTC brand needs to grow — a hero product with strong reviews, a loyal repeat customer base, and a clear target audience. The one thing missing was a paid media strategy built around their actual margin, not just their ROAS number.

Overview

GlowVault’s previous agency was running broad campaigns with no creative testing structure and no link to their real profit numbers. Their ROAS looked fine on paper around 2.1× — but after product cost, shipping, and returns were factored in, they were barely keeping margins positive. They reached out to Ads by Umar for a full paid media overhaul focused on net profit, not surface metrics. A 90-day cash curve was built from day one, creatives were tested using AI at volume, and budget allocation was restructured to push 70% toward only the top performers.

What Was Holding GlowVault Back

Finding the Real Profit Margin

GlowVault’s reported ROAS looked healthy but didn’t reflect true margins after returns and fulfillment. The first challenge was reverse-engineering their actual breakeven point before touching any campaign settings.

Weak Creative Pipeline

They had only 3–4 active ad creatives running at any time with no testing structure. This meant no real data on what was actually resonating with buyers — and budget was being split across all of them equally.

Rising CPMs on Meta

No Conversion Tracking Setup

How We Fixed It Step by Step

After fixing the tracking foundation and building a proper creative testing matrix, campaigns were rebuilt around GlowVault’s actual margin and LTV data. Budget was pulled from underperforming ad sets and consolidated into proven winners.

Rebuilt Meta pixel and Google conversion tracking from scratch

Launched a 12-creative testing matrix in week one

Identified top 3 audience segments by actual purchase value

Cut losing ad sets within 72 hours of launch

Industry:

eCommerce / Skincare

Platform:

Meta Ads + Google Ads

Launched:

2024

Country:

USA & UK

Numbers That Speak for Themselves

ROAS

Improvement

+ 0 %

Revenue

in 60 Days

+ 0 %

Cost Per Purchase

Reduction

- 0 %

Ad Spend ROI

Achieved

0 x

What The Client Said

“We’d been running ads for almost two years and never really understood what was working. Within the first week Umar had our tracking fixed, our creatives tested, and a daily dashboard showing us real revenue. By month two we’d more than doubled what we made the entire quarter before. This is what working with someone who actually understands profit looks like.”

John Doe

Founder @GlowVault Skincare

See What Else We've Built.

Every brand is different. Every strategy is built from scratch. Here are more campaigns where the same profit-first approach delivered real results.