Platforms Used: Meta Ads, Google Display, YouTube, Landing Page CRO
Goal: Increase conversion rate, reduce mobile CPA, and scale user acquisition.
This skincare brand generated heavy mobile traffic but suffered from low mobile conversions. Creatives lacked storytelling, and landing pages were too long for mobile users.
High bounce rate (65%+)
Mobile CPA nearly 2x cost of desktop
Weak retargeting funnel
No structured storytelling in ads
Landing pages overloaded with content
UGC demo videos
Before-after results
Benefits-based storytelling
YouTube → Awareness
GDN → Consideration
Meta → ATC/VC Retargeting
Created 3-day, 7-day, 14-day retargeting buckets with different messaging.
Reduced content length by 40%
Improved mobile load time by 35%
Added collapsible sections for product details
Added “frequently bought together” bundles
Strengthened trust: dermatologist approval, testimonials, ratings
Found users engaging more with serum category → shifted budget accordingly
Identified recurring UGC formats with highest watch time → doubled production
Conversions increased by 55%
Mobile CPA reduced by 40%
ROAS jumped from 1.5X to 3.8X
Add-to-cart rate increased by 30%
Improved average session duration by 28%
