Lumen Skincare had already fired one agency and was two months into a second when CAC kept climbing and the same four creatives kept losing. Here's how we rebuilt the account from tracking up and took ROAS to 4.7x while spend doubled, not shrank.
Lumen Skincare
D2C skincare brand, Bengaluru
2.3x ROAS, second agency in 14 months
CAC climbing, four fatigued creatives, broken attribution
90 days
Performance media sprint, now ongoing
Performance Marketing
Tracking rebuild, creative testing, scaling
Lumen Skincare's founder, Ritika Shenoy, had already been through one agency that "managed campaigns" for a year with nothing to show beyond a monthly PDF, and was eight weeks into a second that had simply doubled down on the same four ad creatives without touching tracking, offers or account structure. CAC had climbed from ₹410 to ₹890 in five months, ROAS had slid to 2.3x, and every attempt to scale spend made it worse. Meta's own reporting and Shopify's numbers didn't even agree on order counts, so nobody could say with confidence what was actually working. Ritika's board was asking hard questions about a channel that used to be the brand's growth engine and had quietly become its biggest cost.
Rebuilt server-side tracking and Meta CAPI from scratch, reconciled ad-platform numbers against Shopify orders, and found nearly 20% of purchases were going unattributed.
Audited 14 months of ad history to see exactly which hooks, angles and formats had ever worked — the four "current" creatives had none of the traits of the account's real winners.
Stood up a weekly testing cadence across statics, UGC and founder-led video, running 6–8 new concepts every week instead of one every quarter.
Consolidated fragmented ad sets into consolidated CBO campaigns and layered in Advantage+ Shopping with a cleaned product feed.
Raised budgets in 20% steps, only when blended ROAS held above 4x for five consecutive days — spend doubled without the usual scaling tax.
Built a dedicated warm-audience retargeting flow and put fresh creative behind the two bestselling SKUs that were quietly carrying the account's margin.
The fix wasn't more spend — it was more truth. Once tracking was reconciled, we found the account had been optimizing toward the wrong "purchase" event for months. Fixing that alone lifted reported ROAS before a single new creative went live.
Tracking fixes and a real creative-testing cadence more than doubled blended ROAS in a single quarter.
Budgets doubled on margin-gated steps — the exact scaling that had broken the account twice before.
A 41% drop in CAC, driven by creative velocity and a cleaner retargeting funnel, not just discounting.
"After two agencies, I'd stopped believing anyone could fix our Meta account without just spending our way out of it. They found a broken purchase event in week one, and by month three we were at 4.7x ROAS with double the spend. I finally trust the numbers on our dashboard."
ROAS and CAC figures are blended, reconciled against Shopify order data rather than platform-attributed reporting alone. Spend and ROAS figures cover the 90-day engagement window stated above, measured from the account's condition on day one, as with every case study we publish.
Tell us about your ad accounts, tracking and creative pipeline — we'll show you where the account is actually leaking margin and what it would take to get to a real, blended ROAS number you can trust. If a rebuild isn't the answer, we'll say that too.
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