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How a UK beauty brand scaled 1,300% in 22 months after rebuilding its paid media strategy from scratch
This UK beauty brand had been held back by unprofitable paid media inherited from a previous agency. Generate Agency rebuilt its Meta, TikTok and Google Ads strategy alongside Klaviyo email flows, resulting in 1,300% revenue growth in 22 months and a 30% improvement in ROAS at scale.
OUR RESULTS
THE PROBLEM
The brand was held back by unprofitable Meta Ads inherited from a previous agency, which limited growth and damaged efficiency. With organic growth plateauing and no functioning TikTok or multi-channel strategy in place, the business lacked a scalable paid media system to support its next stage of growth.
WHAT WE DID
1. Full Meta Ads rebuild focused on conversion strategy
We audited and rebuilt Meta Ads around high-performing angles including objection handling and problem-to-solution messaging.
2. Creative system across Meta, TikTok and Google
We developed a unified creative direction across all platforms, producing platform-specific ads designed to convert at scale.
3. Google Ads launch as a new acquisition channel
We introduced Google Ads to capture high-intent search traffic and diversify acquisition beyond social platforms.
4. TikTok Ads ownership and creative direction
We rebuilt TikTok Ads strategy end-to-end, culminating in a co-win at the Greatest TikTok Ad Award in 2023.
5. Klaviyo email rebuild for retention and efficiency
We restructured email flows to reactivate customers and increase repeat purchase rate, improving blended performance across the account.
THE RESULTS
Revenue growth
- 1,300% overall revenue growth in 22 months
- Results achieved within 18 months of launching ads
Paid performance
- 30% improvement in blended ROAS at scale
- 23% reduction in marketing efficiency ratio
- Sustained profitability across Meta, TikTok and Google
Channel performance
- 3 paid channels running profitably simultaneously
- Google Ads established as a net-new acquisition channel
- TikTok Ads recognised with industry award-winning creative performance
Retention impact
- Klaviyo rebuild improved repeat purchase behaviour
- Email contributed to lower blended acquisition cost
FAQs
What was wrong with the original paid media setup?
The brand was running unprofitable Meta Ads from a previous agency, which restricted growth and reduced reinvestment capability.
How did the brand achieve 1,300% growth?
By rebuilding Meta, TikTok and Google Ads alongside email retention, creating a full-funnel acquisition and retention system.
Why was TikTok Ads important in this strategy?
It provided high-performing creative reach and was recognised at industry level with a co-win at the Greatest TikTok Ad Award in 2023.
How did Google Ads support growth?
It captured high-intent search traffic and reduced reliance on social-only acquisition channels.
What role did email play in scaling efficiency?
Email increased repeat purchases, reducing dependence on new customer acquisition and improving overall marketing efficiency.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
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