Case Study
From unprofitable ads to 5.8x ROAS
A Shopify skincare brand was burning budget on Meta campaigns with no retargeting, no email strategy, and no attribution. In 8 months, we turned it into a retention-powered revenue machine.
0.0x
ROAS on Meta
from 0.9x
0%
Revenue Increase
$28K to $118K/mo
0%
Returning Customers
from 12%
0%
Email Revenue Share
from 0%
The Challenge
Burning budget with nothing to show for it
The brand was scaling beyond organic social but running unprofitable Meta campaigns at 0.9x ROAS -- meaning they were losing money on every dollar spent. There was no email strategy, customer acquisition costs were high, and they were relying on influencer posts with no attribution model to understand what was actually working.
80% of their ad spend was going to cold audiences with zero retargeting. Customers would visit, browse, abandon carts, and never hear from the brand again. The entire revenue model depended on new customer acquisition with no retention engine.
The Strategy
Full-funnel restructure with a retention-first approach
We rebuilt the entire acquisition and retention engine from scratch -- Meta Ads, Google Shopping, and Klaviyo working together as one system.
Full Account Audit
Reviewed existing Meta campaigns, Shopify analytics, and customer data. Identified that 80% of spend was going to cold audiences with no retargeting.
Audience Segmentation & Creative Strategy
Built buyer personas from purchase data. Created separate campaign strategies for new customer acquisition vs. retention. Developed UGC-style creative that outperformed polished brand content by 3x.
Full-Funnel Meta Restructure
TOF: Broad + interest-based prospecting with video ads. MOF: Website visitor retargeting with product-specific carousel ads. BOF: Cart abandonment and past purchaser campaigns with urgency messaging.
Google Shopping & Search
Set up Google Merchant Center and Shopping campaigns. Targeted branded and category search terms. Implemented Performance Max for broad product discovery.
Klaviyo Email Automation
Built 7 automated flows: Welcome series, abandoned cart, post-purchase, win-back, VIP, browse abandonment, and replenishment reminders. Designed and wrote all email copy.
Retention & LTV Focus
Implemented subscription options, loyalty program integration, and personalized product recommendations based on purchase history. Focused budget on high-LTV customer segments.
The Results
Before vs. after -- the numbers speak
Before
Meta ROAS
0.9x
Monthly Revenue
$28K
Returning Customers
12%
Email Revenue Share
0%
After
Meta ROAS
5.8x
Monthly Revenue
$118K
Returning Customers
42%
Email Revenue Share
28%
Performance Comparison
Growth at a glance
Meta ROAS
Monthly Revenue
Returning Customers
Email Revenue Share
Campaign Timeline
8 months from audit to full maturity
Month 1-2
Foundation
Audit, Klaviyo setup, Meta restructure, initial campaigns
Month 3
Expansion
Shopping campaigns live, first email flows generating revenue
Month 4
Traction
ROAS hits 3.2x, email contributing 15% of revenue
Month 5-6
Scaling
Scaling winning campaigns, subscription model launch, retention improving
Month 7-8
Full Maturity
5.8x ROAS, 320% revenue increase, 42% returning customers
Key Takeaway
“Most ecommerce brands pour all their budget into acquiring new customers and ignore the ones they already have. By building a retention engine alongside our acquisition campaigns, we turned one-time buyers into repeat customers -- and that’s where the real profit lives.”
Ureb Arif
Growth Marketing Consultant
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Whether you sell on Shopify, WooCommerce, or another platform -- the same full-funnel approach works. Let’s talk about what’s possible for your ecommerce business.
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