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How ByEllie improved TikTok Ads ROAS by 155% and grew Shopify revenue by 236%
ByEllie is a UK beauty brand with strong organic TikTok growth that was not translating into paid performance. Generate Agency restructured TikTok Ads, launched Meta and Google Ads, and built Klaviyo email flows, resulting in a 155% increase in TikTok ROAS and 236% growth in Shopify revenue within 6 months.
OUR RESULTS
THE PROBLEM
ByEllie had strong organic performance on TikTok, but paid ads were underperforming and not scaling profitably. They needed to improve TikTok Ads efficiency while building a broader acquisition engine across Meta and Google to drive consistent Shopify revenue.
WHAT WE DID
1. TikTok Ads audit and restructure
We rebuilt campaign architecture, addressing inefficiencies in targeting, creative strategy and optimisation to improve both scale and efficiency.
2. High-converting paid creative development
We worked closely with the brand to develop TikTok ad creative that leveraged organic strengths but was optimised for conversion.
3. Meta Ads launch for audience expansion
We launched Meta campaigns to reach new audiences beyond TikTok and scale acquisition across a broader demographic.
4. Google Ads for high-intent capture
We introduced Google Ads to capture demand at the point of search, shortening the path to purchase and driving incremental revenue.
5. Klaviyo email flows for mid-funnel and retention
We built email flows to convert site visitors and retain customers, increasing lifetime value and improving overall acquisition efficiency.
THE RESULTS
Revenue growth
- Shopify revenue increased by 236% within the first 6 months
- Growth driven by combined performance across TikTok, Meta and Google
Paid efficiency
- TikTok Ads ROAS improved by 155% over 12 months
- Over 50% ROAS improvement achieved in the initial phase
- TikTok became a consistently profitable acquisition channel
Channel performance
- Meta Ads and Google Ads launched as new acquisition channels
- Each channel contributed to different stages of the customer journey
- Paid media evolved into a multi-channel acquisition system
Email contribution
- Klaviyo flows captured mid-funnel revenue from new visitors
- Email converted customers into repeat buyers, compounding revenue over time
Profitability and scale
- Paid channels worked together to drive qualified traffic at scale
- Strong organic content was successfully translated into paid performance
FAQs
Why was TikTok Ads underperforming despite strong organic content?
Organic engagement does not directly translate into paid conversion. Paid ads require conversion-focused creative and structured campaigns optimised for purchases.
How did Meta and Google Ads support TikTok performance?
Meta expanded reach to new audiences, while Google captured high-intent searches, creating a full-funnel acquisition system.
How did Shopify revenue grow so quickly?
New channels increased qualified traffic, while improved TikTok performance and email flows ensured more of that traffic converted into customers.
What does a 155% increase in ROAS mean?
It means the brand generated significantly more revenue per pound spent on ads, turning TikTok into a scalable and profitable channel.
What role did email play in the strategy?
Email captured mid-funnel opportunities and increased repeat purchases, improving overall return on acquisition.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
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