Scaling a personal care brand is not just about spending more on ads—it’s about balancing growth while maintaining profitability. Many brands struggle to scale their website revenue without sacrificing ROAS.
This case study breaks down how we helped a men’s personal care brand grow from ₹20-30L/month to consistent growth, while keeping acquisition costs in check and ensuring sustainable expansion.
Background
This Men’s Personal Care brand has been growing steadily in the marketplace but was struggling to increase website revenue profitably.
✔️ Strong Presence on Marketplaces – Steady sales but limited D2C growth
✔️ 25+ SKUs – A mix of hero & new launches
✔️ Meta Ads as the Primary Growth Channel – But ROAS was declining
✔️ Website Growth Plateaued – Needed to scale revenue without losing profitability
When we first engaged with them, they were already running Meta ads but were hesitant to hand over their main ad account. So, we started with a fresh ad account, proved our ability to deliver results, and within 3 months, earned their trust to take over their primary account.
Brand details
- Over 25+ SKU’s
- Little to no data on Google, as before they were spending all on Fb only
Challenges
- Struggling at 2 ROAS
- Kickstart Google ads but almost no data
- Building Full-Funnel Growth – Needed to convert new customers & increase retention.
Results
Head of growth review
GETTING STARTED
Instead of immediately ramping up spending, we focused on:
1️⃣ Scaling Meta Ads Efficiently
Focused on building funnels for multiple products, prioritizing hero SKUs.
Balanced acquisition offers with full-price product sales (keeping discounts below 25% of the total budget).
2️⃣ Optimizing Revenue from Best-Sellers
Daily tracking of hero SKU performance to ensure predictable revenue growth.
New customers were pushed toward best-selling products to build brand loyalty.
3️⃣ Expanding Beyond Conversion Ads
Introduced top-of-funnel (TOF) campaigns to capture new users and build future remarketing audiences.
The Plan & Execution
Meta Ads Strategy: Structured Growth
Conversion-Focused Campaigns
✔️ Created structured product funnels—first focusing on best-sellers, then introducing supporting SKUs.
✔️ Monitored daily revenue targets for top products to ensure predictable growth.
Full-Price vs. Acquisition Offers
✔️ 75% of ad spend focused on full-price sales to protect profit margins.
✔️ Only 20-25% of budget used for acquisition offers (e.g., first-time purchase incentives).
Expanding Non-Conversion Campaigns
✔️ Tested broader audience expansion beyond immediate conversion campaigns.
✔️ Optimized UGC & storytelling-based creatives to nurture long-term brand affinity.
Google Ads Strategy: Smart Expansion
Hero SKU Domination
✔️ Separated campaigns for hero SKUs, focusing on Shopping & Performance Max.
✔️ Excluded existing customers and branded search terms to ensure clean new customer acquisition.
Branded Search & Performance Max
✔️ Launched branded search campaigns to capture existing demand.
✔️ Performance Max campaigns focused on category expansion to reach broader intent-driven audiences.
Scaling YouTube Ads
✔️ Repurposed best-performing Meta video ads into YouTube campaigns for additional reach.
Key Strategic Shifts That Drove Growth
1️⃣ Mastering Offer Timing & Product Drops
✔️ Started with zero discounting to establish strong brand positioning.
✔️ Later introduced strategic bundle offers to increase AOV without reducing perceived value.
2️⃣ Scaling the Right Products, Not Just Any Product
✔️ Prioritized high-converting SKUs rather than spreading budget thin across all products.
✔️ Launched new products with targeted audience segmentation based on buyer behavior.
3️⃣ Building a Full-Funnel Growth System
✔️ Layered audience segmentation: Past purchasers, engaged users, and high-intent audiences.
✔️ Used advanced remarketing strategies to increase repeat purchases.
The Success
The results spoke for themselves
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We are Bharat Mavens – Growth Marketing Partner for e-commerce and lead generation business. Over 100cr+ revenue generated across our clients and with experience of growing brands above 1 crore+ in monthly revenue with strategic marketing, high-converting creatives and retention marketing to achieve their targets.
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