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Paid AdsCase study2026-01
DTC Skincare Rebuild: 1.4x → 12.4x ROAS and –52% CPA in 90 Days
FYI Digital
Results
–52%
Cpa change
12.4x
Roas after
1.4x
Roas before
+285%
Revenue lift
Key tactics
- Rebuild both Meta and Google structures from the ground up
- Prioritize Google Shopping and high-intent search alongside Meta
- Treat paid as a primary growth engine once efficiency is restored
Summary
Skincare brand spending $18k/month at a near-breakeven 1.4x ROAS was completely rebuilt. Within 90 days ROAS reached 12.4x, CPA fell 52%, and direct revenue rose 285%, turning paid ads from a cost center into the highest-ROI channel.
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