How a Skincare Brand Hit $5.5M/Month with Facebook Ads in 7 Months

Background and Objectives

Ismael Mouhab took charge of a U.S. skincare e-commerce account with a bold target: hit $5,000,000 in monthly topline within seven months. With an average order value (AOV) of $60 and a conversion rate (CVR) at 4%, the path to scale demanded precision in audience selection, creative testing and budget allocation.

Building Customer Avatars

Ismael began by defining at least three distinct customer avatars, each with a name, demographics, personal interests and pain points. By mapping out what each segment said, felt and valued, he translated those insights into Facebook interest targeting that matched real-world behaviors—connecting each avatar to relevant hobbies, beauty forums and product needs.

Creative Testing and Refresh Cadence

Post-iOS 14, creative fatigue set in every 3–4 weeks. Ismael countered with a mix of trend-driven videos, unboxing clips, influencer testimonials, UGC snippets and news-style images highlighting four benefits per creative. Each week he rotated at least one new ad per set to sustain engagement and keep CTR high.

Tracking and Attribution

To measure results, he layered UTMs with Hyros tracking. Offline conversions fed back into Facebook when possible but Hyros data drove detailed budget shifts. This hybrid model preserved a reliable signal under privacy changes and ensured every dollar spent reported accurately.

Testing, Stability, Scaling

In the initial four-day test, three ABO campaigns ran side by side: lookalike, interest and broad. Each ad set held 8–12 segments with 8 assets per set, powered by $100 daily budgets. Winners transferred into CBOs at $500–1,000 daily with gradual $100 boosts every four days. When spend bumps caused dips, he duplicated or paused ad sets and let them reset overnight.

Manual Bidding Pivot

After a month of CBO scale, he switched to ABO with a 0.75x CPA bid cap, monitored via GA and Hyros reporting. When that pulsed, he spun winners back into auto-bid CBOs. That back-and-forth kept campaigns profitable and fluid as volume climbed.

MOF & BOF Engagement

Mid- and bottom-of-funnel ads targeted page engagers (15–365 days), video watchers (3s–75%) and add-to-cart audiences (7–180 days) with dedicated ABO sets at $20+ per day. Unboxing, testimonial and discount angles drove final conversions efficiently.

Results

By month seven, spend reached $740K per month, driving $5.5M in revenue and a consistent 4.0 ROAS. During Black Friday week, the same system generated $500K in sales. These gains came without email marketing or Google Ads—pure Facebook strategy.