Dar Beauty · Beauty e-commerce · Mohammedia
From 1.9 to 5.8 ROAS on Meta Ads
A creative production pipeline and account restructure for a Moroccan cosmetics brand.
- 5,8
- Average ROAS
- +212%
- Revenue growth
- 48
- Creatives tested
The challenge
The brand had recycled three creatives for eight months. Costs were climbing, frequency was above 4, and the pixel was reporting barely half of actual purchases.
Our approach
- 1
Deployed the server-side Conversions API to recover conversions the pixel alone was losing.
- 2
Established a cadence of twelve new creatives per month, weighted toward UGC-style formats in Darija.
- 3
Simplified the account: one broad prospecting campaign, one retargeting campaign segmented by cart stage.
- 4
Documented testing matrix focused on the first three seconds — the dominant cost driver.
The result
ROAS moved from 1.9 to 5.8 across four months, with revenue up 212%. Frequency fell back below 2 thanks to continuous creative refresh.
The difference was not targeting, it was creative volume. We had never tested at that pace.
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