Took a beauty brand that had never run a single paid ad and built a full-stack growth engine across Meta and TikTok — generating over 13,000 orders in 16 months.
Performance Data
Performance Data
Performance Data
The brand had never run a single paid ad — but this wasn't a cold start from nothing. The founder was producing content that genuinely resonated with their audience, with organic sales already coming in. What didn't exist was the paid ads system: no tracking, no ad accounts, no defined sales creative pipeline, and no structure to turn that organic momentum into scalable, predictable growth.
We had organic creative benchmarks — content the founder produced that the audience already responded to. What we didn't have was conversion data, paid audience signals, or any paid infrastructure. The challenge was building the complete paid growth engine — tracking, account structure, scalable creative pipeline, and a full-funnel strategy — while using what already worked organically to reduce cold-start risk.
Built a full marketing strategy before touching ads — defined what the product fulfills for the customer, their core needs and values, then built audience avatars for each persona: lifestyle, what they get from the product, emotional drivers, objections and how to address them
Developed the offer and messaging for each persona across different awareness stages — cold, warm, and ready-to-buy — with funnel architecture from website to different offers at different AOVs
Built full tracking infrastructure — Meta Pixel, TikTok Pixel, Conversions API, and server-side tracking
Launched initial campaigns using the founder's organically-performing content as the creative foundation — starting from what already resonated, then systematically testing new angles and formats
Seeded campaigns with first-party data (existing customers, followers, prior buyers) to build audience signals — did not start with broad targeting
Built a scalable creative pipeline producing 10-15 new ads per month, evolving beyond founder-only content to new angles and formats
Expanded to TikTok once Meta had stable ROAS, then scaled progressively — never more than 30% budget increase per period when target ROAS held stable
What started with zero turned into one of the best-performing accounts I have managed. Over 16 months, the brand generated 9.4 million EGP in tracked revenue with a blended 24x ROAS. We fulfilled over 13,276 orders. TikTok became a major secondary channel, maintaining stable CPA at ~28 EGP even while scaling 5-8x in volume.
"We went from packing 5 orders a day from Instagram DMs to shipping hundreds a week. Ads didn't just scale our sales — they changed our entire business."
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