US D2C Skincare Brand: 4.2x ROAS and $400K Monthly Revenue

Migration to Performance Max

Migrated from legacy Smart Shopping to Performance Max across 6 tightly themed asset groups segmented by product category (serums, moisturisers, SPF, eye care, sets, and gifting). Each asset group had category-specific headlines, descriptions, and images. PMax achieved 3.8x ROAS in the first 30 days, immediately above break-even.

Product Feed Overhaul

Comprehensively rebuilt the Google Merchant Center product feed: optimised product titles with high-intent search terms, added custom labels for margin tiers and seasonality, corrected all GTIN data, and added product type hierarchies for better campaign organisation. Feed quality score improved from 62% to 98% within one week.

Margin-Based Bidding

Implemented custom label segmentation by gross margin tier, High (55%+ margin), Mid (35–54%), and Low (under 35%). Set differentiated ROAS targets per tier to ensure every dollar spent was optimising for profit, not just revenue. High-margin products received 40% higher Target ROAS than low-margin equivalents.

Core Flow Build (5 Flows)

Built all five missing Klaviyo automation flows: Browse Abandonment (3-step, 48-hour window), Post-Purchase Series (5 emails over 60 days, thank you, education, cross-sell, referral, review request), Win-Back (4-step sequence for customers lapsed 90+ days), VIP (triggered at $500 LTV threshold), and Sunset (6-month re-engagement and list clean). Combined, these flows began generating $38K/month in additional revenue by month two.

Abandoned Cart Sequence Rebuild

Rebuilt the existing single-step Abandoned Cart email into a 3-step sequence: immediate (product reminder), 24 hours (social proof and urgency), 72 hours (10% discount offer). Abandoned cart revenue increased 180% compared to the single-email version.

SMS Integration

Added SMS to the abandoned cart sequence (24-hour touchpoint) and the Win-Back flow. SMS open rates of 94% and click-through rates 6x email drove disproportionate recovery volume for cart abandonment. SMS now contributes 18% of total Klaviyo-attributed revenue.

Paid Media Scaling

With ROAS consistently above 4x, scaled Google Ads spend from $18K to $32K/month using a controlled 15% weekly increment protocol. Meta Ads launched in month four as an incremental channel, Advantage+ Shopping for acquisition, Dynamic Product Ads for retargeting. Meta reached 3.9x ROAS by end of month five.

Segmentation & Personalisation

Introduced product-category-based segmentation in Klaviyo: customers who had purchased serums received serum-category communications; moisturiser purchasers received moisturiser content. Segmented flows outperformed generic flows by 34% on revenue per recipient.