Rebuilt the offer and the product pages before touching the ad account.
contribution margin in 90 days
A skincare brand doing solid top-line revenue and almost no profit. The founder was convinced the media buying was broken. It wasn't — the account was competent. The money was leaking somewhere the dashboards don't show.
- 01A hero offer that competed on discount, so every new customer arrived expecting the next discount.
- 02Product pages that listed ingredients instead of answering the one fear the customer actually had.
- 03Zero post-purchase flows — the second order was left entirely to chance.
- 04Creatives that all said the same thing in a slightly different font.
Bucket first. Then the tap.
Reframed the offer around a first-result guarantee instead of a discount.
Rewrote the two top landing pages around the buyer's real objection.
Built the core email + SMS flows (welcome, abandonment, post-purchase, winback).
Only then rebuilt the Meta testing structure — three angles, one variable per test.
Placeholder figures — pending client sign-off.
The insight, not the settings screen.
The winning ad wasn't the prettiest one. It was the one that named the exact moment she felt self-conscious. We only found it because the test was built to isolate the message, not the aesthetics.