How a D2C Beauty Brand in Mumbai 3x'd ROAS in 6 Months.

The Challenge: Strong Product, Leaking Ad Budget

This Mumbai-based skincare brand had built real retention — repeat purchase rate above 40%, strong NPS, glowing customer reviews. The problem was acquisition. Meta ROAS had plateaued at 1.4–1.5x across months of testing, and the team had exhausted their creative ideas. Google was completely absent. The website converted at 0.8%, meaning more than 99 of every 100 visitors left without buying.

With a finite runway, the founder needed to find profitable unit economics fast — or stop scaling.

Our Approach

We started with what was already working. A creative performance audit showed that three ad concepts were responsible for over 80% of profitable conversions — everything else was diluting the account. We killed the underperformers, doubled into proven formats, and introduced video hooks for the next test cycle.

Google Shopping and Performance Max were launched with a properly structured product feed — segmented by margin, skin concern, and product type. Within the first month, Google was generating incremental revenue that Meta couldn't access.

Parallel to the paid media work, we ran two CRO sprints on the website. Product pages were redesigned with ingredient transparency, before/after UGC, and skin-type selectors. The checkout was shortened from four steps to two. Conversion rate lifted from 0.8% to 2.2% — more than doubling the value of every existing ad click.

Finally, we launched a content programme targeting skin-concern and ingredient queries — "niacinamide for hyperpigmentation", "best SPF for oily skin India" — building organic traffic that compounded month over month.

Results

Blended ROAS tripled within six months. Meta CAC fell by roughly 45% as creative efficiency improved and site conversion rate rose. Google became a meaningful revenue channel from near-zero. Organic now contributes around 40% of total monthly revenue, reducing the brand's dependence on paid platforms.