12x ROAS: Onoxa’s competitive creative outperformed and scaled.
Key takeaway: Systematic creative testing, refreshed targeting, and rebuilt tracking turned underperforming spend into a repeatable growth engine—culminating in 12x ROAS.
Client Background
- Industry: Private Label Skincare
- Company Size: Corporate
- Challenges Before Working With Us: Before partnering with us, the brand was stuck in creative burnout – recycled ads, falling CTRs, and rising CPAs. Inefficient ad targeting and limited testing drove wasted spend, leaving campaigns underperforming with little to no measurable return.
- Goals: The client’s goals were to make paid media profitable and predictable—hit target ROAS, lower CAC, and increase sales MoM by scaling only proven creatives and audiences.
Illunis Strategy
- Creative lab & variation testing: Hypothesis-driven tests (hooks, angles, offers) using DCT on Meta and RSA/PMax on Google; weekly win-rate reviews.
- Anti-burnout rotation: Fresh assets on a 10–14-day cadence or when fatigue triggers hit (↑frequency / ↓CTR); maintain an evergreen “best-of” bank.
- Audience architecture: Build 1P/CRM lists, value-based lookalikes, broad with smart exclusions, high-intent/local segments, and staged retargeting.
- Tracking & attribution rebuild: GA4 + GTM (preferably server-side), Meta CAPI & Google Enhanced Conversions, strict UTM governance, offline conversion imports, and deduping.
Illunis Case Study
The Execution
Objectives & KPIs
- Make paid media profitable (target ROAS/MER), increase qualified sales, shorten CAC payback.
- Track: MER/ROAS, CPL (qualified), Sample→Bundle CVR, SQL rate, repeat order LTV.
Positioning & Offers
- Pillars: speed-to-launch, low MOQ, quality/compliance, brand-building suppor, Our Product Your Brand, Add an Incremental Revenue Stream to Your Businesst.
- Core offers: Sample Kit, Starter Bundle, Free label-design consult.
Creative System
- Weekly variation testing (hooks/angles/offers).
- Formats: UGC POV, esthetician/testimonials, design time-lapse, unboxings,, carousel of bestsellers.
Ad & Media Execution
- Meta: ASC + DCT; optimize to Sample Kit purchase; staged retargeting (1/7/30-day).
- Google: High-intent Search (“private label skincare”, “start a skincare line”, “spa private label”), PMax, YouTube Action.
- TikTok: Spark Ads with creator UGC; whitelisting.
- LinkedIn (selective): Lead Gen for med-spa owners & multi-location operators.
Results: 12x ROAS driven by competitive, test-driven creative; profitable scaling across Meta + Google; lower CAC with higher sales volume; and clean attribution after a tracking rebuild—setting up repeatable growth.
