Skincare • Facebook Ads | Meta Ads | Google Ads PPC | Google Shopping
Skincare • Facebook Ads | Meta Ads | Google Ads PPC | Google Shopping
My role. Google Ads Specialist | Digital Marketing | Facebook Ads Media Buyer | Instagram Ads Specialist
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I relaunched Meta Ads and Google Ads for a US skincare ecommerce brand using Facebook Ads Manager and Google Ads Manager. My Facebook ads media buyer and PPC manager team rebuilt the strategy from scratch. I ran Google Shopping Ads, optimized Google Analytics tracking, and scaled Meta advertising with performance-based UGC. The Google Ads PPC setup improved ROAS and cold traffic efficiency. My Google Ads Facebook Ads combo approach scaled the Shopify store while cutting CAC and boosting conversions.
I relaunched Meta Ads and Google Ads for a US skincare ecommerce brand using Facebook Ads Manager and Google Ads Manager. My Facebook ads media buyer and PPC manager team rebuilt the strategy from scratch. I ran Google Shopping Ads, optimized Google Analytics tracking, and scaled Meta advertising with performance-based UGC. The Google Ads PPC setup improved ROAS and cold traffic efficiency. My Google Ads Facebook Ads combo approach scaled the Shopify store while cutting CAC and boosting conversions.
Project Scope
I was hired to relaunch Facebook Ads and Google Ads for a US-based ecommerce skincare brand after their previous efforts failed. My goal was to rebuild from the ground up using Meta Ads Manager and Google Ads Manager to create a high-performing, scalable PPC structure.
Key Challenges
Google Ads was heavily reliant on branded search terms, which skewed ROAS and failed to grow new customer volume.
Facebook Ads lacked a strong funnel structure and clear creative direction, undercutting performance.
Unit economics demanded more efficient Google Ads PPC execution and better cold traffic conversion.
Google Ads Campaign Execution
Paused branded campaigns and introduced a diversified Google Ads PPC setup targeting cold traffic.
Launched campaigns in Google Shopping Ads, Performance Max, and manual CPC campaigns to control CPC and improve ROAS.
Used Google Analytics to track key signals and refine keyword targeting.
Focused on Google Ads for Shopify-specific conversion behavior.
Meta Advertising Execution
• Rebuilt the Meta Ads structure in Facebook Ads Manager, removing the Meta Shop feature that disrupted user flow. .Created performance-driven content around a single product with proven conversion angles.
• Rebuilt the Meta Ads structure in Facebook Ads Manager, removing the Meta Shop feature that disrupted user flow. .Created performance-driven content around a single product with proven conversion angles.
• Used Facebook Ad Manager and TripleWhale to identify high-CTR hooks and iterate on UGC creatives.
Collaboration
• Worked with the brand's CRO team to launch a new landing page aligned with Google Ads and Facebook Ads traffic behavior.
• Worked with the brand's CRO team to launch a new landing page aligned with Google Ads and Facebook Ads traffic behavior.
• Shared creative and funnel learnings between Google Ads and Meta Ads campaigns.
Early Performance Wins
• Google Ads CPC dropped from $1.66 to $0.89 through manual CPC optimization.
• Google Ads CPC dropped from $1.66 to $0.89 through manual CPC optimization.
• Cold traffic volume increased while cost-per-click decreased.
• Cold traffic volume increased while cost-per-click decreased.
• Facebook Ads UGC iterations led to a measurable lift in CTR and engagement.
• Facebook Ads UGC iterations led to a measurable lift in CTR and engagement.
• Shopping feed rebuild improved performance in Google Shopping Ads.
• Shopping feed rebuild improved performance in Google Shopping Ads.
Challenges We Solved
.Meta Ads still underperformed in cold acquisition due to poor attribution and audience targeting. We addressed this by:
.Meta Ads still underperformed in cold acquisition due to poor attribution and audience targeting. We addressed this by:
• Eliminating Meta Shop from the flow.
• Eliminating Meta Shop from the flow.
• Driving traffic to a CRO-optimized landing page using Meta Ads Manager.
• Driving traffic to a CRO-optimized landing page using Meta Ads Manager.
• Refining Google Ads PMAX campaign inputs to maximize performance from non-branded cold keywords.
Scaling Across Platforms
• Google Ads PPC strategy scaled using high-performing keyword sets and manual CPC control.
• Google Ads PPC strategy scaled using high-performing keyword sets and manual CPC control.
• Meta Ads evolved through iterative UGC testing loops managed by our Facebook media buyer.
• Meta Ads evolved through iterative UGC testing loops managed by our Facebook media buyer.
• Cross-platform creative learnings were applied to both Google Ads and Facebook Ads campaigns.
• Cross-platform creative learnings were applied to both Google Ads and Facebook Ads campaigns.
• Budget allocation favored top-performing campaigns across both Meta and Google.
• Budget allocation favored top-performing campaigns across both Meta and Google.
Google Ads Results
Google Ads Results
Meta Ads Results
Meta Ads Results
Final Results (TripleWhale Attribution)
Google Ads:
Google Ads:
• Revenue: $98,974.61
• Revenue: $98,974.61
• Spend: $23,211.18
• Spend: $23,211.18
• ROAS: 4.26 (up from 2.12)
• ROAS: 4.26 (up from 2.12)
Meta Ads:
Meta Ads:
• Revenue: $10,706.91
• Revenue: $10,706.91
• Spend: $14,363.57
• Spend: $14,363.57
• ROAS: 0.75 (up from 0.21)
• ROAS: 0.75 (up from 0.21)
Next Steps for Scaling
• Expand single-product landing page use across Meta Ads and Google Ads traffic.
• Expand single-product landing page use across Meta Ads and Google Ads traffic.
• Launch Smart Bundles and LTV email flows.
• Launch Smart Bundles and LTV email flows.
• Continue cold keyword expansion in Google Ads campaigns.
• Continue cold keyword expansion in Google Ads campaigns.
• Scale creative iterations with AI-generated UGC.
• Scale creative iterations with AI-generated UGC.
• Integrate deeper Meta Ads Manager and Google Analytics insights via TripleWhale.
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