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How PRAI Beauty consistently beat ROAS targets across Q1 using a multi-market, multi-channel performance system
PRAI Beauty is a premium anti-ageing skincare brand operating across the UK and Ireland. Generate Agency replaced an underperforming setup with a performance-led acquisition system across Meta and Google Ads, using Triple Whale for attribution. This delivered consistent ROAS target beats across Q1 and reduced CPA by up to 38 percent while running profitable campaigns across two markets and three channels.
OUR RESULTS
THE PROBLEM
PRAI Beauty needed a performance system that could deliver consistent acquisition across two markets and two paid channels, after underperformance with a previous agency. The challenge was not just improving ROAS, but building a structure that could run Meta and Google simultaneously across the UK and Ireland, without losing clarity on what was actually driving results. At the same time, the brand needed efficient creative production that did not rely on high-cost shoots, while still performing in a highly competitive skincare category.
WHAT WE DID
1. Unified tracking through Triple Whale across all channels and markets
We implemented Triple Whale as the single source of truth across Meta, Google, UK and Ireland. All optimisation decisions were based on a 28-day attribution model, not platform dashboards.
2. Creative built for performance, not production cost
We focused creative around product proof points such as visible results and clinical positioning. Testing was iterative, with weekly adjustments based on performance data rather than production-heavy campaigns.
3. Clear channel roles across Meta and Google
Meta was used for discovery and acquisition. Google captured high-intent search traffic already in market for anti-ageing skincare solutions.
4. Separate market structures for UK and Ireland
Each market was run independently with its own reporting structure. This prevented blended performance masking weaker areas and allowed budget to shift based on real market-level data.
5. Weekly optimisation driven by CPA and ROAS performance
Budgets were adjusted weekly based on Triple Whale reporting. This kept CPA consistently below PRAI’s internal benchmark across Q1.
6. Day-by-day management during BFCM
Black Friday and Cyber Monday were tracked daily across Meta and Google, allowing rapid budget shifts based on real-time performance signals.
THE RESULTS
Revenue efficiency and ROAS
- Best monthly ROAS achieved: 3.81x
- Consistent monthly ROAS above target across Q1
- Peak Google ROAS: 7.29x (Triple Whale, August benchmark)
Cost efficiency
- CPA reduction of up to 38 percent below internal target
- Sustained efficiency improvement across all three Q1 months
Channel performance
- Meta peak ROAS: 4.37x (Black Friday)
- Google peak ROAS: 2.95x (Black Friday)
- Both channels profitable simultaneously across UK and Ireland
Volume performance
- Cyber Monday: 185 sales in a single day
- Black Friday: 228 sales in a single day
FAQs
How do you run paid ads across multiple markets effectively?
By separating markets into independent structures so performance is measured and optimised at a market level, not a blended average.
Why use Triple Whale instead of platform reporting?
Because platform dashboards overlap attribution. Triple Whale provides a unified view of the customer journey across Meta and Google.
How do you keep CPA low in a competitive skincare category?
By focusing creative on product proof points and using data-led optimisation rather than high-cost production.
How do Meta and Google work together in this setup?
Meta drives discovery and demand, while Google captures high-intent users already searching for solutions.
Why is day-by-day BFCM management important?
Because weekly reporting is too slow for peak trading periods where performance can shift daily.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
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