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How Kiyo Beauty went from a 0.38x ROAS to 5.45x and reached £1.17m in annual revenue
Kiyo Beauty is an independent London hair and beauty retailer specialising in Afro and European hair care. Generate Agency rebuilt the account foundations across Meta and Google Ads, fixing tracking, restructuring campaigns, and improving audience signals to increase ROAS from 0.38x to 5.45x in 143 days, generate £306,000 in ad-attributed revenue, and help the business exceed its £1 million target with £1.17 million in annual revenue.
OUR RESULTS
THE PROBLEM
Kiyo Beauty did not have a product problem or a demand problem. It had a foundations problem. Nearly £57,000 had already been spent across Meta and Google Ads, but the account was only generating a 0.38x ROAS, making scale impossible. The underlying issue was poor structure and unreliable data. Tracking was inaccurate, campaign setup was weak, and the algorithms were learning from signals they could not trust. The result was that spend was scaling inefficiency rather than growth.
WHAT WE DID
1. Fixed the data first
Before touching campaign strategy, Generate Agency rebuilt the measurement layer. Google Ads tracking was moved to GA4 and reconciled with Triple Whale so the account had a reliable source of conversion truth across channels. This ensured the platforms were optimising toward real purchase events rather than broken signals.
2. Rebuilt Google Ads from the ground up
With accurate tracking in place, the Google Ads account was rebuilt properly. Generate Agency implemented Customer Match for the first time and rebuilt twelve Performance Max campaigns, replacing a structure that had been undermined by overlap, poor signals, and wasted spend.
3. Built controlled momentum on Meta
Meta launched with catalogue ads first, creating fast conversion signal without overspending during the learning phase. Budget was kept controlled at £50 per day, while creative direction was informed by real category content insights rather than generic assumptions.
4. Added email once paid performance became reliable
Once paid channels were producing a positive return, Kiyo Beauty expanded into email. That allowed new customers acquired through Meta and Google to feed into repeat purchase flows, creating a compounding loop between acquisition, retention, and better targeting signals.
THE RESULTS
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ROAS transformation
- ROAS improved from 0.38x to 5.45x
- That transformation happened in 143 days
- Growth was sustained across both Meta and Google through a critical pre-BFCM and holiday trading period
Revenue impact
- £306,000 total ad-attributed revenue was generated
- £146,000 of that was incremental revenue beyond forecast
- The account was not just performing better, it was generating revenue the previous setup had been missing
Business outcome
- Kiyo Beauty had a £1 million annual revenue goal
- The business reached £1.17 million
- That meant the target was exceeded by 17%
Account rebuild
- 12 Performance Max campaigns were rebuilt
- Google Ads optimisation score improved from 59% to 100%
- Customer Match was implemented for the first time, giving Google much stronger audience signals to work from
FAQs
Why can a business spend heavily on ads and still get a 0.38x ROAS?
Usually because the account is optimising from bad data. If tracking is broken or incomplete, the platform learns from the wrong signals and scales waste rather than performance.
What does Customer Match do in Google Ads?
It uses existing customer data to help Google identify people who look like your best buyers. For a retailer with years of customer history, that gives the algorithm a much stronger starting point.
Why start Meta with catalogue ads instead of broader brand creative?
Because catalogue ads generate product-level conversion signal faster and more cheaply. That gives the account a stronger learning base before broader creative is layered in.
How does email improve paid ad performance?
Email turns acquired customers into repeat buyers and feeds stronger purchase data back into paid channels. That improves targeting and lowers the cost of acquiring the next customer.
What changed the results most in this account?
The sequence. Generate Agency fixed the data first, rebuilt the structure second, and scaled third. That order is what turned an underperforming account into a commercially reliable growth channel.
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