E-Commerce

Wigs & Hair‐Care

Business Type: An online brand specializing in premium wigs and related hair‐care products.

Primary Objective: Increase online purchases (conversions)

Secondary Objective: Lower the cost per purchase (CPA) while scaling up spend

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Results Before

When I started with this client in January, they were struggling with a high cost per purchase, hovering around $40–$50, and an inconsistent ROAS (Return on Ad Spend). They couldn’t profitably increase ad spend because each new conversion was simply too expensive. The goal was to drastically reduce the cost per purchase and push ROAS higher. By September, we had: Driven the cost per purchase down as low as $11.15 on key campaigns Raised the average ROAS into the 20s and even 35+ for specific audiencesSurpassed$30,000in total tracked revenue across campaigns

Month 2 (February) - Month 3 (March)

How Did This Happened?

Below is the month‐by‐month breakdown of how we refined audiences, creatives, and budget to transform this store’s performance between January and September.

Lookalike Audiences: Created 1% and 2% lookalikes from past purchasers and add‐to‐cart data.

Creative Variations: Added testimonial‐style ads from satisfied clients to build trust.

Outcome:
- Cost per Purchase: $25–$28
- ROAS: 12–18 on top lookalikes
- Note: We saw a big jump in both conversion volume and profitability once lookalikes kicked in.

Scaling Promising Campaigns: Increased daily budgets on the top‐performing lookalike sets.

Placement Optimization: Focused on feeds, Reels, and Stories after discovering strong CTR in those placements.

Numbers: Cost per Purchase: $22–$25

ROAS: ~25.08 on best campaign

Observation: Even with higher spend, CPAs stayed low, indicating strong audience‐creative alignment

Month 4 (April) - Month 5 (May)

Further Expansion: Tested 3%–5% lookalikes and initiated new interest combos for fresh reach.

• Refined Creatives: Incorporated “before/after” transformations and product demos.
• Result:
- Cost per Purchase: $15–$20
- ROAS: 18.73 average across campaigns
- Highlight: Sales volume soared while costs dropped, hitting a sweet spot for scaling.
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• Budget Consolidation: Began funneling more ad spend to the best‐performing lookalike sets rather than spreading budgets thin.

• Cross‐Platform Testing: Introduced Instagram‐only campaigns to see if we could replicate success.

• Numbers:
- Cost per Purchase: around $14–$16
- ROAS: upper teens across the board
- Key Win: The store consistently hit over $1,000 in daily revenue from paid ads alone.

Month 8 (August) - Month 9 (September)

Audience Refresh
Built new lookalikes using fresh data from the previous two months of high‐value purchasers.

‍Creative Update
Launched brand‐new visuals emphasizing different wig styles and “hot weather” comfort.

‍Outcome
• Cost per Purchase: $12–$14
• ROAS: 32.81 on one top‐performing campaign
• Takeaway: Seasonal angles resonated well, pushing some campaigns over the 30+ ROAS mark.

‍Stabilizing & Maintaining
Tweaked budgets to maintain profitable CPAs while preventing ad fatigue.

‍Result
• Cost per Purchase: as low as $9.45 in peak ad sets
• ROAS: 44.62 on top campaigns
• Cumulative Impact: The store crossed $50,000+ in tracked purchases from these campaigns alone.

To Sum Up

By methodically layering in interest‐based targeting, lookalike audiences, and creative testing month by month, we reduced the cost per purchase from $40+ to under $10 in nine months. Simultaneously, we boosted ROAS from 1.5–2.0 all the way into the 40+ range on certain campaigns. This strategic approach allowed the brand to profitably scale its monthly ad spend, hitting record sales in the wigs & hair‐care space.

Ready to see similar growth for your business?
Get in touch today and let’s craft a custom ad strategy to supercharge your results!