The challenge
A direct-to-consumer skincare brand was spending $80K/month on Meta ads but hitting a ceiling at 3.2x ROAS. Their creative had gone stale, audiences were fatigued, and every scaling attempt collapsed efficiency within a week. They needed a system that could scale spend without sacrificing margin.
What we built
We rebuilt their creative testing framework around structured hypothesis-driven testing: 5-7 creatives per week, each tied to a specific assumption about their audience. We separated prospecting from retargeting, introduced a creative refresh cadence tied to frequency thresholds, and built a dashboard that flagged fatiguing ads before they dragged ROAS. Day AI was used to diagnose weekly performance and recommend the next test instead of guessing.
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