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How Trigwell Cosmetics achieved 71% TikTok Ads growth and 80% store revenue increase in under 5 months
Trigwell Cosmetics is a UK beauty brand with strong organic TikTok traction. Generate Agency rebuilt its paid media and email infrastructure to convert organic demand into scalable revenue. The result was a 71% increase in TikTok Ads sales, an 80% increase in total store revenue, and improved ROAS across a doubled ad spend within 5 months.
OUR RESULTS
THE PROBLEM
Trigwell Cosmetics had already achieved strong organic success on TikTok, with viral content driving brand awareness and engagement. The problem was that this organic traction was not translating into paid performance. TikTok Ads were underperforming compared to organic reach, and Shopify revenue was beginning to decline as new customer traffic slowed. The brand had attention, but not a reliable system for converting that attention into consistent revenue across paid channels.
WHAT WE DID
1. Audited and restructured TikTok Ads account
We reviewed campaign structure, targeting and creative performance, then restructured the account to improve efficiency and conversion performance from existing spend.
2. Scaled TikTok Ads with controlled spend increases
Once performance improved, we doubled ad spend progressively while maintaining and improving return on ad spend, ensuring scaling did not dilute efficiency.
3. Launched Google Ads for high-intent demand capture
We introduced Google Ads to capture users actively searching for beauty and cosmetic products, placing Trigwell in front of purchase-ready customers.
4. Launched Meta Ads to diversify acquisition channels
Facebook Ads were added to expand reach beyond TikTok and reduce dependency on a single platform, building a more stable acquisition mix.
5. Built Klaviyo email flows for retention and conversion
We implemented email flows to capture abandoned users and convert first-time visitors, while also increasing repeat purchase rates through automated lifecycle sequences.
THE RESULTS
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TikTok Ads performance
- 71% increase in TikTok Ads sales within 4 months
- Ad spend doubled over the same period
- ROAS improved despite increased spend
- Efficiency gains driven by optimisation, not volume alone
Overall store performance
- 80% increase in Shopify store revenue
- Growth driven by combined TikTok, Google and Meta performance
- Consistent new customer acquisition across all paid channels
Multi-channel expansion
- Google Ads launched for high-intent search capture
- Meta Ads launched for broader audience acquisition
- TikTok Ads optimised as core discovery channel
Email impact
- Klaviyo flows captured mid-funnel demand
- Increased conversion of non-immediate buyers
- Improved customer retention and repeat purchase potential
Commercial outcome
- Organic TikTok strength successfully converted into scalable paid system
- Paid media transitioned from single-channel dependency to multi-channel growth engine
FAQs
Why were Trigwell’s TikTok Ads underperforming despite strong organic content?
Because organic and paid TikTok behave differently. Organic content is built for engagement, while paid ads must be structured for conversion with clear hooks and calls to action.
How did Google Ads support TikTok performance?
Google captured high-intent users actively searching for products, converting demand that originated from TikTok exposure but did not convert immediately.
Why add Meta Ads if TikTok was already strong?
Meta diversified acquisition channels, reducing reliance on TikTok and expanding reach to different audience segments.
How did email improve overall performance?
Klaviyo flows converted abandoned users and increased repeat purchases, improving lifetime value beyond the first transaction.
Can you scale ad spend and still improve ROAS?
Yes, if campaigns are already optimised. In this case, spend doubled while ROAS improved due to stronger structure, targeting and creative performance.
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