1.4× to 3.8× ROAS. +312% revenue in 8 months. How a Singapore skincare brand went from flat growth to category leader on Meta.
Client name withheld under NDA.
Our client is a Singapore direct-to-consumer skincare brand with a loyal customer base and strong products. They were spending S$15,000 a month on Meta ads, but at a 1.4× ROAS their paid social was barely breaking even, and growth had plateaued. For a direct-to-consumer skincare brand, paid social is the growth engine, but a 1.4 times ROAS meant that engine was barely turning over. After acquisition costs there was almost nothing left to reinvest, so the brand was stuck: it could not scale spend without losing money, and it could not grow without scaling spend. A loyal base and strong products were carrying it, but the plateau was a ceiling, not a comfortable resting point: with Meta costs rising, standing still actually meant sliding backwards. The brand needed its paid social to become genuinely profitable, with enough margin built in to fund growth, and it needed to stop betting the entire business on a single platform's auction. There was also a creative problem hiding inside the media problem. The brand had leaned on polished, brand-led ads that worked early but had fatigued: audiences had seen them too often, costs were creeping up, and there was no consistent pipeline of fresh creative to feed the algorithm. On Meta, creative is the single biggest lever on performance, and without a system for producing it the account was always one ad-fatigue cycle away from another dip. Fixing the ROAS was not just an account-structure job; it meant rebuilding how the brand planned, produced and rotated the content its paid social ran on. Only with that creative engine in place could the media buying actually scale.
Three things were capping the return on every dollar of ad spend.
Overlapping audiences and bloated campaigns meant Meta's algorithm couldn't learn or optimise efficiently.
Polished product shots underperformed against the authentic, UGC-style content that wins on social feeds.
With no Google Shopping, the brand missed high-intent shoppers searching for exactly what it sold.
We rebuilt the account around clean structure, scroll-stopping creative and a second high-intent channel.
Consolidated and re-segmented campaigns with clear audience separation so Meta could optimise toward purchases, not clicks. The old account had overlapping audiences competing against one another and driving up costs; consolidating the structure and feeding Meta clean conversion signals let the algorithm learn faster and concentrate spend where it actually found buyers.
Introduced a steady stream of UGC-style video and testimonial creatives that matched how customers actually discover products. Polished studio ads had stopped pulling their weight; authentic, creator-style video that looked like a recommendation from a friend matched how skincare is genuinely discovered on Meta, lifting engagement and conversion at the same spend.
Launched and optimised Google Shopping to capture high-intent buyers and diversify beyond Meta. For a related example, see our e-commerce case study. That gave the brand a second high-intent channel, so growth no longer depended entirely on one platform's algorithm and rising auction costs. Across eight months the work compounded: ROAS climbed from 1.4 times to 3.8 times, revenue grew 312%, and the brand moved from flat to category leader, profitably, with the margin to keep reinvesting.
ROAS hit 3.8× by month three and held there, turning flat growth into category leadership within 8 months.
Campaigns consolidated with clean audience separation and a steady stream of UGC-style video. ROAS reached 3.8× by month three.
Google Shopping launched to capture active searchers, and spend increased behind the winning creatives.
ROAS held at 3.8× while spend scaled, and revenue reached 312% above where it started.
We went from barely breaking even on ads to scaling profitably every month. The new creative and structure completely changed our business. We're now the brand to beat in our category.
On Meta, the ad itself finds the right people. Authentic, creator-style video that looked like a friend's recommendation reached buyers that polished studio shots never did.
Every winning ad wears out. A steady pipeline of new creatives meant there was always a fresh winner ready before the last one faded.
Google Shopping caught people already searching for the products, while Meta created demand. Together they reduced the brand's dependence on a single platform's auction.
Paid social, creative and community for Singapore brands.
Results across SEO, paid media, content, web and more.
Three years of testing that grew revenue 260%.
We will show you what is capping your return on ad spend.
Book a free strategy session and let's talk about how we can deliver similar outcomes for your business.