D2C SkincareLead GenerationMeta
CPL had climbed past sustainable levels as creative fatigued and audiences saturated.
The Problem
CPL had climbed past sustainable levels as creative fatigued and audiences saturated.
Diagnosis
Creative fatigue and audience saturation were compounding — the same 4 ad variants had been running for months, forcing Meta's algorithm into increasingly expensive, lower-intent audience segments.
Intervention
01
Creative
Replaced ad-hoc creative requests with a weekly hook/angle/format test matrix.
02
Acquisition
Restructured campaigns around intent tiers instead of broad interest targeting.
03
Funnel
Tightened landing page message-match to each winning ad angle.
04
Tracking
Added CAPI to recover signal lost to iOS tracking changes.
Results
| Metric | Before | After |
|---|---|---|
| CPL | ₹412 | ₹138 |
| Leads | 580 | 6,240 |
| Conversion Rate | 2.1% | 5.8% |
| Revenue | ₹8.2L | ₹34.7L |
“Our acquisition funnel finally has an owner. We know what's working, what isn't, and why.”
Founder, D2C Skincare Brand
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