The challenge
A D2C skincare brand took almost all of its orders from paid social. Meta campaigns had overlapping audiences, creative had been reused for months, Google Ads covered little beyond brand terms, and email was occasional promotions only.
Our approach
We rebuilt Meta around funnel stages with cleaner exclusions, added Google search and shopping, set up welcome, abandoned cart, post-purchase and win-back email flows, and rotated creative on a fixed schedule. One dashboard covered all channels.
The outcome
The brand runs a structured paid program, email flows run automatically, and results from paid social, search and email are read side by side. The founders describe the business as less dependent on paid social.
The Client and Context
The client was a D2C skincare brand that took almost all of its orders from paid social. Meta campaigns had grown without clear structure, with overlapping audiences and ad sets competing in the same auction. Creative had been reused for months and engagement was slipping. The brand needed more than a bigger budget to change direction.
Google Ads covered little beyond brand terms. The brand owned an email list but sent only occasional promotional blasts, and customers who bought once rarely heard from the brand again. The founders worried that one channel carried too much of the business and that costs would keep rising. The goal was not simply to spend more, but to build a growth program with more than one dependable source of orders.
How the Work Was Organized
AdOps Media began by rebuilding the Meta account around clear funnel stages, with separate prospecting, retargeting and existing-customer campaigns and cleaner audience exclusions. On Google Ads we added search for product and ingredient terms and reviewed the shopping feed. Our paid advertising services cover this kind of account restructuring.
Our creative team produced a steady rotation of static, video and user-style formats, each tested against a written hypothesis. In email, welcome, abandoned cart, post-purchase and win-back flows were set up alongside segmented campaigns, using the principles in our email marketing automation service. All channels fed one dashboard, so the brand could compare them on the same terms.
What Changed for the Team
The brand now runs a structured paid program instead of a pile of overlapping campaigns. Creative is refreshed on a fixed schedule, and the team knows which angles work for new customers and which suit returning ones. Search captures shoppers who are looking for specific products. The brand also gained a clearer idea of which customers were worth winning back.
Email flows run in the background and bring buyers back without a manual send each time. Reporting shows paid social, search and email side by side, so budget decisions no longer rest on a single platform view. Brands in a similar position can explore our D2C growth marketing solution.
Key takeaways
- Structure paid social by funnel stage with clean audience exclusions, so your own ad sets stop competing in the same auction.
- Rotate creative on a fixed schedule and test each idea against a written hypothesis, not a hunch.
- Automated email flows turn one-time buyers into repeat customers without adding manual work to every send.
- Compare paid social, search and email in one report, so budget follows overall results rather than one platform's numbers.
Restructured Meta and Google Ads, new email flows and fresh creative reduced a skincare brand's reliance on one channel.