Blended ROAS held at 4.2× through a 5× spend ramp.
A skincare brand at $40K/mo plateau - every incremental dollar degrading MER, creative fatigued, PMax cannibalizing brand. Rebuilt as one consolidated engine with Social Legendary feeding the pipeline.
Why the account was underperforming.
Fragmented Meta ad sets starving Advantage+ of signal. PMax bidding equally on branded and non-brand SKUs. Creative refresh happening monthly instead of weekly. No incrementality read between Meta and Google - both channels credited the same conversion.
What actually changed.
Consolidated Meta into ASC
Collapsed 40+ ad sets into two Advantage+ Shopping campaigns by product family. Existing-customer cap set against real LTV, not default.
Margin-aware PMax
Asset groups scoped by gross-margin tier. Feed labels driving real segmentation. Brand carved out into standard Search.
Creative velocity
Social Legendary shipping 25 concepts / week. Six archetypes, concept-tagged, fatigue tracked at concept level.
Server-side CAPI + Enhanced Conversions
Event-quality lifted from 5 to 8.7. Signal survived cookie loss.
Geo-holdout quarterly
Meta vs Google credit dispute settled with real geo-splits. Reallocated 15 pts of budget from PMax → Meta prospecting on the read.
What the account looked like after.
$40K → $220K/mo of spend over six months. MER improved from 3.1× to 4.2×. Contribution margin per order up 18%. Creative fatigue delayed by a factor of 3× against pre-engagement.