Campaign Scenario:

The Nourish & Shine team had a fantastic product—a premium, all-natural line of haircare and skincare designed to nourish from within while giving users a radiant glow. They believed in their product, but after eight months of running Facebook Ads, they were stuck with a dismal ROAS of 0.39. The campaign wasn’t resonating with the right audience, and sales were falling flat.

When I stepped in to assess the situation, it was clear that the campaign was a tangled mess. Cold and warm audiences were lumped together in the same campaign, and the messaging wasn’t tailored to meet the needs of each audience segment. For a product like

Nourish & Shine, it’s critical to nurture relationships throughout the customer journey, and this campaign was missing that key element.

I immediately restructured the campaign, ensuring that each audience—cold, warm, and hot—was targeted with personalized messaging that matched their stage in the funnel. For the cold audience, the ads focused on awareness, emphasizing the product’s unique benefits and clean ingredients. For the warm audience, we built trust through customer testimonials and offered limited-time discounts to encourage first-time purchases. The hot audience, already familiar with Nourish & Shine, was given irresistible bundles and loyalty incentives to drive repeat purchases.

But the challenges didn’t end there. By creating a custom metric to track the landing page conversion rate, I saw it was low and had room for improvement. So, I streamlined the landing page by enhancing the layout and flow, making the customer journey smoother and more aligned with the product’s high-end feel, ultimately making it easier for customers to complete their purchases.

Additionally, the lifetime value (LTV) of customers was a significant factor for Nourish & Shine. Even with a lower initial ROAS, the potential for long-term profitability was high—yet the campaign’s current ROAS was too low to be sustainable. With data in hand, I implemented a more aggressive optimization strategy, pulling back on low-performing ads quickly, making decisions based on lower-level metrics, and focusing on incremental wins to build momentum.

Within weeks, we saw a turnaround. The new campaign structure, combined with improved messaging and a streamlined landing page, drove the ROAS up to 1.3—just the beginning of a profitable long-term strategy for Nourish & Shine. By organizing the campaign and aligning the ads with each audience’s journey, we created a path for sustained growth and success.