The Challenge D2C skincare brand was stuck at £15K/month ad spend with inconsistent returns. Campaigns lacked structure, creative testing was ad-hoc, and scaling attempts crashed ROAS. No clear funnel segmentation between prospecting and retargeting.

What I Did → Restructured accounts with TOF/MOF/BOF campaign architecture → Built creative testing framework (3 concepts × 4 formats weekly) → Launched TikTok Spark Ads driving 35% lower CPAs than Meta → Implemented bid strategies aligned to target CPA by funnel stage → Created weekly reporting cadence with spend/ROAS pacing alerts

Results 5x spend scaling (£15K → £80K/month) in 4 months 4.2x blended ROAS maintained at scale 35% lower CPA on TikTok vs Meta prospecting 62% increase in new customer acquisition £1.2M attributed revenue in 6 months