Amira Essence — E-commerce Growth Case Study
Skincare & Beauty Brand | Meta Ads + Shopify
Overview
A skincare and beauty brand (lip glow, blush, derma rollers, ice rollers, brushes, and
related products) scaled performance through structured Meta Ads campaigns across
June–September 2024, moving from a learning phase into consistently profitable
retargeting and prospecting.
June 2024: Full Month Performance
Across 51 active and tested campaigns in June, the account generated Rs728,120.00 in
purchase value from Rs108,692.09 in spend — an average Purchase ROAS of 6.70x at an
average cost-per-click of Rs8.86.
Key Results (June 2024)
- Total ad spend: Rs108,692.09
- Total purchase value: Rs728,120.00
- Average Purchase ROAS: 6.70x
- Average CPC: Rs8.86
Meta Ads Manager — full campaign list, June 1–30, 2024
Top Performing Campaigns
| Campaign | Spend | ROAS | Purchases |
|---|---|---|---|
| Pixi Blush Sales Campaign | Rs20,852.82 | 9.25x | 166 |
| Silicon Roller Sales Campaign | Rs19,477.21 | 10.21x | 170 |
| Gua Sha Sales Campaign | Rs11,077.75 | 8.41x | 79 |
| Derma Roller Sales Campaign | Rs13,237.12 | 5.23x | 82 |
| Blackhead Image Creatives Campaign | Rs18,086.55 | 6.89x | 94 |
Single-Day Sale Spike (June 13, 2024)
- Total sales: Rs85,194.00
- Orders: 75
- Sessions: 1697(
- Conversion rate: 4.42%
Learning Phase to Profitability
New ad sets launched in the Meta learning phase typically carry higher cost-per-result while the
algorithm gathers conversion data. Tracking this phase separately allowed spend to be paced
sensibly rather than judged prematurely.
Even within the learning phase, several ad sets reached strong early ROAS (Retargeting B at
9.99x, Summer Derma Roller at 6.50x), indicating efficient creative-audience matches from the
outset rather than a slow ramp.
Meta Ads Manager — 8 ad sets in active Learning phase, July 2024.
Key Results (July 1-17)
- Total ad spend: Rs160.34209
- Total purchase value: Rs967,231.00
- Average Purchase ROAS: 6.03x
- Average CPC: Rs7.42
Single-Day Sale Spike (July 15, 2024)
- Total ad spend: Rs10,229
- Total purchase value: Rs89,361.00
- Average Purchase ROAS: 8.74x
- Average CPC: Rs8.56
Scaling Into September
By September, campaign structure matured into larger, consolidated campaigns — CBO Sales Campaign, Monsoon Derma Campaign, and Pixi Blush Sales Campaign — each individually outperforming the early single-audience campaigns from June, while new creatives and
LAL/ABO ad sets continued to be tested in parallel.
| Campaign | Spend | ROAS | Purchase Value |
|---|---|---|---|
| Monsoon Derma Campaign – LAL | Rs43,957.07 | 5.83x | Rs256,318.24 |
| Pixi Blush Sales Campaign – Testing Aud. | Rs48,438.98 | 5.64x | Rs273,202.00 |
| CBO Sales Campaign | Rs33,457.96 | 3.11x | Rs103,929.00 |
Summary
Building the Foundation
Each core product was tested across multiple audience types at once interest-based, city-targeted, lookalike, and open audiences to find what worked before scaling spend. Lookalike and city-targeted audiences consistently stood out, and several products found
a clear winning audience within the first month.
Managing the Learning Phase
New campaigns went through Meta’s typical early “learning phase,” where costs run higher while the algorithm gathers data. Rather than judging too early, the brand gave these tests room to mature and several still performed strongly even during this window, signaling a good creative-audience match from the start.
Scaling What Worked
Once winning combinations were identified, the brand expanded into a seasonal campaign push spanning nearly every product line, mixing fresh and retargeting audiences. Performance came in well above the account’s already-strong baseline. Later, campaign structure matured into larger, consolidated campaigns built on the strongest earlier learnings, while still reserving budget to keep testing.
Proving Demand with a Flash Sale
A focused single-day promotion drove sales, orders, and traffic well above the brand’s typical daily average, with a noticeably improved conversion rate proof that the audience built over time was warm and ready to act.
Where the Growth Came From
Instagram consistently outperformed Facebook, and social media overall was the leading source of both traffic and sales, ahead of direct and search a strong fit for a visual, texturedriven beauty brand.
Over a four-month period, Amira Essence maintained a 5x–10x Purchase ROAS range while scaling spend, validating multiple product lines skincare tools, color cosmetics, and derma devices alongside Open, Interest, Lookalike, and Retargeting audience strategies. Instagram
and social channels were the primary growth driver throughout, and structured audience testing in the early months directly informed which segments were scaled into larger, consolidated campaigns by September.
