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How Spectrum Collections achieved a 75% increase in store revenue and a 4.75x blended ROAS after rebuilding a failing paid media strategy
Spectrum Collections is a UK beauty brand with a strong retail footprint and a large TikTok audience that had previously experienced significant paid media underperformance. Generate Agency rebuilt their TikTok, Meta and Google Ads strategy into a conversion-led acquisition system, turning a previously loss-making channel into a profitable growth engine and delivering 75% store revenue growth alongside a 4.75x blended ROAS over the partnership period.
OUR RESULTS
THE PROBLEM
Spectrum Collections had strong brand equity, a large TikTok following, and proven product demand, but paid media was not translating into profitable growth. Their previous TikTok Ads setup had delivered a significant loss, with spend generating a 0.54x ROAS, creating uncertainty around whether paid acquisition was even viable for the brand. The issue was not demand, but execution. Creative was not built for conversion, campaign structure lacked performance discipline, and there was no systematic testing framework to identify what actually drove new customer acquisition. Despite clear audience demand across organic and retail channels, paid media was failing to capture it profitably.
WHAT WE DID
1. Audited the failing TikTok Ads structure
We identified the core breakdowns in the previous setup, focusing on weak creative strategy, lack of conversion focus, and absence of structured testing. The issue was execution, not platform fit.
2. Built a high-converting creative template system
We developed a repeatable ad framework based on hooks, headlines and messaging angles designed specifically to convert Spectrum’s audience, rather than relying on broad creative variation without direction.
3. Rebuilt TikTok Ads into a conversion-led acquisition engine
Campaigns were restructured to prioritise purchase behaviour, with tighter audience targeting, clearer optimisation signals, and continuous iteration based on performance data.
4. Added Google Ads to capture high-intent demand
Google was introduced to capture users actively searching for beauty products, reducing friction in the purchase journey and increasing conversion efficiency across the full funnel.
5. Aligned paid media with TikTok Shop strategy
We worked alongside the brand to align product selection and content strategy, ensuring organic TikTok activity and paid campaigns reinforced each other rather than operating in isolation.
THE RESULTS
Revenue growth
- Store revenue increased by 75% within 10 months
- Sustained growth across TikTok, Meta and Google combined performance
Paid media efficiency
- Blended ROAS reached 4.75x across the full partnership
- Consistently profitable acquisition across all active channels
TikTok Ads turnaround
- TikTok Ads improved from 0.54x ROAS to a profitable scaled channel
- Recovered £38,500 in previously inefficient ad spend
Channel performance
- TikTok became a viable acquisition engine
- Google Ads provided high-intent conversion support at search level
- Meta contributed to upper-funnel and retargeting efficiency
Audience activation
- Over 400,000 TikTok followers translated into measurable paid acquisition performance
FAQs
Why did Spectrum Collections’ previous TikTok Ads fail?
The previous setup lacked conversion-led creative and structured testing. Campaigns were not optimised around purchase behaviour, which led to inefficient spend despite strong underlying demand.
How did Generate Agency fix the TikTok Ads performance?
By rebuilding campaigns around conversion-led creative templates, tightening audience targeting, and introducing systematic testing of hooks and messaging that drove purchases at scale.
Why add Google Ads to a TikTok-led strategy?
Google captures high-intent search demand at the point of purchase consideration. It shortens the customer journey and improves overall conversion efficiency when combined with social acquisition channels.
What is blended ROAS?
Blended ROAS measures total revenue against total ad spend across all channels. It gives a more accurate view of overall paid media performance than platform-specific attribution.
What was the main driver of growth for Spectrum Collections?
The combination of conversion-focused TikTok creative, structured campaign rebuilding, and the addition of Google Ads to capture high-intent demand.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
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