Guard Dog Media | Paid Ads & Content Creation

Book a Call

SCALING PAID SOCIAL

Acase study in dtc skincare

about the brand

Fast-growing DTC skincare & wellness brand in the clean beauty space.

Known for organic ingredients and editorial-style content

KEY CHALLENGES

Performance struggled post-iOS14; ROAS dropped below 2

Needed a consistent system for Meta Ads to drive sales.

No content formula for ad creative success.

Targetingwas inconsistent; audience segments were underperforming.

WHAT WE DID

PROMOTIONAL & OFFER STRATEGY

  • Implement timed, high-performaning offers (22% – 30% off).
  • Events included Earth Day, Mother’s Day and Founder’s Birthday.
  • Introduced product bundles to raise AOV.
  • Retargeting included tailored offers for returning customers.

CREATIVE
OPTIMIZATION

  • Used how-to videos, seasonal content and DPA format.
  • Repurposed high-performing organic content conversion ads.
  • Switched to Instagram-only placements for higher CTR and visual alignment.

AUDIENCE
REFINEMENT

  • Used Landing Page View campaing in NY, FL, CA to warm up traffic.
  • Mixed interest-based targeting with LALs (Lookalikes) of top buyers.
  • Constant A/B testing for message-audience alignment.

april-august 2025

SCALING PAID SOCIAL

Total sales:

Ad spend:

ROAS:

Net Profit:

Net Margin:

MER:

NCPA:

NC-ROAS:

$543,583 (+65,2%)

$139,402 (+42%)

3.98 (+17%)

$342,648 (+76%)

62%

25%

$25,4

2.58

GDM De La Heart Asset 13
GDM De La Heart Asset 3
GDM De La Heart Asset 12
GDM De La Heart Asset 4
GDM De La Heart Asset 11
GDM De La Heart Asset 5
GDM De La Heart Asset 10
GDM De La Heart Asset 6
GDM De La Heart Asset 9
GDM De La Heart Asset 7
GDM De La Heart Asset 8

What moved

The needle

  • Consistent creative testing across UGC, DPA and tutorials.
  • Bundles + sale events strategically timed.
  • LPV campaigns to warm up leads before asking for purchase.
  • High-performing organic repurposed into paid (reduced CPA & Creative cost).
  • Refined retargeting strategy increased returning customers by over 50%.

insight that scale

  • Creative-first strategy wins post-iOS 14
  • Organic content a goldmine when repurposed into ads.
  • LPV Campaigns warm up cold traffic while maintaining ROAS.
  • Offer timing matters more than frequency.

Sustainable work

Repeatable framework

3.98 ROAS sustained across a 5-month period

62% NET margin achieved at scale.

Over $543K in sales and $342K in profit

System that now supports evergreen, low-effort sales generation

«Her outside-the-box thinking and obsession with our customer is converting browser into customers. The growth in traffic and conversion is proff»

Gigi Vogel, CEO, De La Heart, 2025.