How PureGlow Achieved 4.8x ROAS on Meta Ads and Cut Cost-Per-Purchase by 62%
PureGlow, a Mumbai-based D2C skincare brand selling ayurvedic face serums and herbal moisturisers, had been running Meta (Facebook & Instagram) ads for 8 months with consistently poor results — a 1.4x ROAS on ad spend of ₹2 lakh per month, translating to a net loss on every ad rupee spent after COGS and fulfilment. Their previous agency had focused on brand awareness campaigns with broad targeting, resulting in high impressions and near-zero conversions.
The Challenge
The account had 14 active ad sets all running simultaneously with overlapping audiences, creating internal competition that inflated CPM. Creatives had not been refreshed in 4 months and were suffering severe ad fatigue. Retargeting audiences were not being excluded from prospecting campaigns, meaning the same users were being shown ads multiple times per day at full prospecting prices.
Our Performance Marketing Strategy
- Account Restructure — Consolidated 14 overlapping ad sets into a clean 3-campaign structure: Prospecting (cold audiences), Retargeting (warm audiences), and Retention (past purchasers). Eliminated internal audience overlap immediately.
- Creative Refresh — Produced 24 new ad creatives in 3 formats: UGC-style video testimonials, before/after skin transformation Reels, and educational carousels on ayurvedic skincare ingredients. Tested 6 hooks per creative batch.
- Audience Strategy — Built Lookalike Audiences from top 5% purchasers, segmented by Average Order Value. Layered interest targeting only on cold audiences, allowing Advantage+ to optimise for purchase events.
- Landing Page CRO — Rebuilt product landing pages with video social proof above the fold, ingredient trust badges, and a sticky add-to-cart bar. Conversion rate improved from 1.8% to 4.6%.
- Full-Funnel Integration — Connected Meta Ads to a Klaviyo email post-click nurture sequence. Every ad click that does not purchase enters a 4-email sequence within 48 hours, recovering 18% of non-converting clicks.
Results After 3 Months
- 🚀 ROAS improved from 1.4x to 4.8x on the same ₹2L monthly budget
- 💰 Cost-per-purchase dropped from ₹1,840 to ₹700 (62% reduction)
- 📊 Landing page conversion rate improved from 1.8% to 4.6%
- 🎯 CPM reduced by 34% due to elimination of audience overlap
- 💼 Monthly revenue from paid social grew from ₹2.8L to ₹9.6L
“We were about to stop running paid ads entirely — we thought they just did not work for us. NK Digital restructured everything in the first week and within 30 days our ROAS had already doubled. By month three we were at 4.8x. Extraordinary results.”
— Priya Nair, Founder, PureGlow
"We were about to stop running paid ads entirely. NK Digital restructured everything and within 30 days our ROAS had doubled. By month three we were at 4.8x. Extraordinary results."
