Alma Skin Co

Australian DTC Skincare & Hair Brand

The Result

A stuck founder grew revenue without fixing Meta — by finding the leverage that actually moved the business.

+66%

Revenue lift, $59K → $98KSame 60-day window, year over year

Where Alma was stuck

100% reliant on Meta. ROAS declining. Launching more creative every month, watching 99% of it fail to scale. Burning time and money chasing “more ads” advice from groups and gurus — with no diagnosis of what was actually broken.

What we found

Meta wasn't the problem. AOV was the floor on her unit economics, margin clarity per SKU was missing, and single-channel concentration was capping growth. The fix wasn't more creative — it was a different set of levers.

The Four Levers We Pulled

  • 1. Power-law creative target

    Mapped her ads launched vs. ads that scaled. Set a concrete monthly net-new creative target — not “more,” an actual number.

  • 2. True NCM per SKU

    Built unit economics per product after COGS, shipping, payment fees and ad spend. Daily P&L visibility, including consultant fee, in profit-tracking software. Spend decisions stopped being guesses.

  • 3. AOV as profit lever

    Site rebuild around bundles, post-purchase offers and merchandising architecture. AOV moved from $97 to $148.

  • 4. Google as second channel

    Launched Google Ads with channel-level CPA targets derived from margin math. Added 10% incremental new customers without cannibalising Meta.

    Results

    60 days · YoY same period · controls for seasonality

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    For two years I'd been told the answer was 'launch more creative.' I did, and 99% of it never scaled. Nick was the first person to actually open my numbers and tell me Meta wasn't the problem. My AOV and unit economics were. Same products, completely different business now.”

    Founder  ·  Alma Skin Co

    66%

    Revenue Increase

    Before $59k

    After: $98k

    52%

    Average order value

    Before: $97

    After: $148

    22%

    Meta spend (efficient scale)

    Before: $52k

    After: $39k

    1%

    Meta CAC (held under scale)

    Before: $58

    After: $60

    10%

    Google, new channel

    10% Incremental growth

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