4.2x ROAS across paid social and search
Performance marketing + CRO partnership for a D2C beauty brand — lifting ROAS from 1.6x to 4.2x in two quarters.
Vesta is a fast-growing D2C beauty brand. By year three they had hit a ceiling — paid social was returning 1.6x ROAS, CAC was up 38% YoY, and the leadership team was unsure whether to double down on paid or pivot to retail. Marketing strategy and CRO were entangled.
We took on the joint mandate of performance marketing and CRO. The hypothesis: their funnel was leaking, not their channels. We rebuilt creative testing infrastructure, instrumented analytics properly, and ran an aggressive CRO program on landing pages, PDPs, and checkout in parallel.
- 01A full-funnel paid strategy across Meta, Google, and YouTube
- 02A weekly creative testing engine (12+ creatives shipped per week)
- 03Proper pixel and conversion-API server-side tracking
- 04A CRO program with 4 live experiments at any given time
- 05PDP and checkout rebuilds that lifted AOV by 19%
- 06A monthly executive scorecard with channel-level ROAS, CAC, and LTV
ROAS moved from 1.6x to 4.2x over two quarters. CAC dropped 37% while ad spend doubled. AOV grew 19% and 90-day repurchase climbed from 14% to 22%.
“The team’s performance marketing instincts are sharp, but it’s the discipline of their reporting and CRO that made the real difference.”
Sofia Martin, CMO Vesta
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