Meta ads playbook: skincare brand | How we would run it

Example approach. This page shows how we typically plan this kind of project. It is not a specific client’s story, and the figures we track depend on your business.

How we plan Facebook and Instagram ads for a D2C skincare brand that wants profitable online sales.

The situation

A skincare brand sells on its own website. It boosts posts and runs a few ads with one product photo, and cannot tell which ads lead to sales because the pixel misses many orders.

Common challenges

The pixel alone misses sales, so Meta optimises on poor data.
Only two or three creatives run at a time, and they tire quickly.
Narrow interest targeting keeps costs high.
There is no retargeting for people who viewed products.

Our approach, step by step

Fix tracking. Set up the Conversions API alongside the pixel so purchases are recorded reliably
Simplify the account. One sales campaign with a broad audience and one retargeting campaign
Plan many different concepts. Before and after, ingredient explainers, founder story, reviews and routines
Brief the creatives. Statics designed in-house; reels from the Video & Reels service or the brand’s creators
Test weekly. Compare cost per purchase over seven days, not clicks after one day
Retarget viewers. Show reviews and offers to people who viewed products or added to cart
Scale what works. Raise budgets steadily on campaigns that hit the target cost per purchase

What we track

Cost per purchase and return on ad spend
Event match quality in Events Manager
Creative performance by concept
New versus returning customers

What you get every month

Spend, sales and cost per purchase
Best and worst creatives
New concepts planned

What to expect, and when

Ads start delivering within days. The first two to four weeks are for learning which concepts work; costs usually settle once enough purchases are tracked.

Want this for your business? See our Meta Ads service or the Meta Ads presentation, and book a free consultation.